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 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.