For e-commerce businesses, tracking the value of a conversion is straightforward. When a customer makes an online purchase, Google easily records that sale and attributes it to the appropriate marketing effort. The process is fast, clear, and immediate-money comes in, data is captured, and everything is tied together seamlessly.

However, for service-based businesses or industries with longer sales cycles, things aren't so simple. Imagine receiving a lead from a Google Ad, but the actual sale doesn't close for weeks or even months. How do you track that? How can you be sure which marketing efforts are driving real revenue? This is where lead-based attribution becomes essential-and where many businesses encounter challenges.