Analytics & Metrics

Attribution

Quick answer

Assigning credit for a sale across the touchpoints that produced it.

Definition

Attribution is the art of dividing a conversion's credit among channels: last-click, multi-touch, data-driven, incrementality. Every model is wrong; the question is which wrong is useful. Post-iOS14 platform-reported conversions overlap and inflate, which is why we triangulate with MER and cohort behavior.

Why it matters

Fighting over attribution is a proxy war. We optimize to blended efficiency and measured incrementality instead.

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