Every other post in this set assumes you can tell which claim, which channel, which funnel step is actually working. Without reporting, none of that is knowable — you’re optimizing by feel, on every single decision above.
Attribution doesn’t have to be perfect to be useful. It has to exist: a way to trace a booked call back to the ad, the page, the email that actually caused it, even roughly. The campaign you can’t measure isn’t underperforming — it’s unverifiable, which is worse.
Fix the reporting before the creative. Everything else in this list depends on it.