An aspect of the many "trackers" on the sites, etc is that much of the tracking isn't about tracking you (the person browsing around) it's about tracking the co

An aspect of the many "trackers" on the sites, etc is that much of the tracking isn't about tracking you (the person browsing around) it's about tracking the company doing the ads. Wrapping back around to your question: "What would happen if you didn't have that data?" The answer is that Facebook/Google/Any Given ad service could just make up numbers about how ads performed. The attribution data gives you two hard data points: 1. How much you paid for the ads 2. How many sales/leads you received Everything else like views, clicks, video views expanded with sound on in Guatemala, etc. are all prone to manipulation and mis-reporting.