> For the complete documentation index, see [llms.txt](https://docs.aloop.icustomer.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.aloop.icustomer.ai/measurement-and-outcomes/traces-and-receipts.md). # Traces and receipts Where you read the receipts: what a trace shows for every activation decision. Measurement is where the receipts live. Every activation decision, why a list was activated, how its audience was chosen, under what authority, writes a [trace](/concepts/decisions-and-traces.md) before it runs, and Measurement is where you read them. ## What a receipt shows Open a trace and you see the whole arc in one place: * **What the system saw**: the signals and scores in force at the moment of the decision. * **What it chose, and why**: the option taken, the evidence, and the reasoning, written at decision time, not reconstructed later. * **Under what authority**: proposed and approved by a person (named), or autonomous within bounds you granted. * **What it did**: the activation and the channel it went to. * **What came back**: the outcome, attached to the same trace ID that started the arc. Because the click, the decision, and the closed deal share one trace ID, any result can be followed back to the exact reasoning that caused it. No black box, and no channel grading its own homework. ## Two feeds, reconciled Measurement reads two feeds and reconciles them: * **Channel analytics**, from every activation tool (ESP, LinkedIn, Meta, Trade Desk, Google), arriving through iConnect. What each platform says happened. * **iReveal**: visitor identity, outcomes, and causal proof, tied to real identities. What actually happened. Platform-reported numbers alone are not proof. The reconciliation is the point: causal proof, not last-touch attribution. ## Where receipts surface Reasoning shows up where you already are: on a contact or account's drawer, on draft cards, and in your digest. Scoped summaries appear inline, and the full trace sits behind them. ## The scope, honestly Traces are recorded for **activation decisions**: the moments where the system commits spend, sends, or audience membership. Finer-grained tracing of every internal step is on the roadmap, not the record today. What is traced is complete. What is not traced is not claimed. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.aloop.icustomer.ai/measurement-and-outcomes/traces-and-receipts.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.