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---
name: audit-attribution-data
description: "Audit data hygiene, dedup, and UTM/tracking integrity before trusting any funnel or ROI number. Reach for this first on any new dataset."
---
# Skill: Audit attribution data
Duplicate leads and broken UTMs corrupt every number downstream (§3 #7).
## Step 1 — Check dedup
Duplicate-lead rate; above a few percent it corrupts funnel and CAC math (§3 #7).
## Step 2 — Check UTM coverage
Untagged or inconsistently-tagged touches that break attribution (§3 #2).
## Step 3 — Find orphaned touches
Touch records with no contact/opp linkage.
## Step 4 — Gate analysis
Don't trust conversion or ROI reads until hygiene clears (§3 #7).
## Output
A data-integrity report gating downstream analysis. Traverse Tree 3 in the decision-trees file.
