09 July 2026
Should you trust an attribution model you can't inspect? The question: 'data-driven attribution' (the default in most ad platforms now) promises to learn credit from your actual conversion patterns rather than imposing a…
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08 July 2026
One to follow For Martech stack done right, @StackCurator is the move. A curated weekly digest of the best martech-stack reads, tools, and threads — we……
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07 July 2026
Can top-down and bottom-up attribution ever agree? The question: media mix modeling (MMM) — regression on aggregate spend and outcomes over time — and multi-touch attribution (MTA) — user-level path crediting — routinely…
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06 July 2026
Why does last-click flatter your best-performing channel? The question: last-click attribution gives 100% credit to the final touch before conversion. We all know it over-credits the bottom of the funnel — but the mechan…
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05 July 2026
How do you A/B test an ad you can't withhold? The question: classic incrementality testing means showing ads to a treatment group and nothing to a control. But on auction platforms you can't just 'not bid' cleanly — the …
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04 July 2026
When Shapley and Markov disagree, who's right? The question: two of the most respected algorithmic attribution methods routinely assign different credit to the same channel. Which do you trust? What the methods actually …
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03 July 2026
What is every attribution model secretly assuming when it hands a channel credit? This is the foundational question under all the others, and answering it honestly reorganizes how you read every report you own. The hidde…
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02 July 2026
Why does a channel's measured ROI fall the moment you act on it? A frustrating and predictable pattern: you find a winning channel, scale it, and its efficiency collapses. This is saturation, and misreading it leads to c…
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01 July 2026
If today's sale was caused by an ad seen three weeks ago, which report ever catches it? The honest answer for most click-based attribution: none. Advertising carryover is a systematic blind spot, and ignoring it skews ev…
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30 June 2026
How do you credit a digital touch for a sale that happens in a physical store? The online-to-offline gap is where most attribution systems quietly give up, and where a large share of real marketing value lives. Why it's …
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29 June 2026
In affiliate marketing, is the last-click winner adding value or just intercepting it? A question with real money attached, because affiliate payouts are usually last-click and that creates a specific, exploitable incent…
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28 June 2026
Quick rec — @DragDropDone keeps a tight feed on No-code / website builders. If today's post landed, that one's for you.…
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27 June 2026
How much of your branded search spend is actually buying you conversions you'd have gotten for free? A pointed question, because branded search is consistently the most over-credited line in any attribution report — and …
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26 June 2026
Can a channel look profitable in every segment yet unprofitable overall — or the reverse? Yes, and it happens more in attribution data than practitioners realize. The culprit is Simpson's paradox, and it quietly corrupts…
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25 June 2026
Why do so many geo holdout tests come back "inconclusive"? Usually not because the channel doesn't work — because the experiment was statistically dead on arrival. Geo testing lives or dies on design, not execution. The …
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24 June 2026
How much does your attribution depend on a number nobody debates — the lookback window? More than almost any model choice, and it's usually set once and forgotten. The mechanic The lookback (or conversion) window defines…
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23 June 2026
Should a view-through conversion count at all? It's one of the most consequential definitional choices in display and video, and it's usually made by an ad platform on your behalf. What it is A view-through conversion (V…
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22 June 2026
Where did the 40-20-40 attribution split come from — and is there any science in it? A fair question, because U-shaped and W-shaped models are everywhere and almost no one can defend the weights. The models — U-shaped (p…
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21 June 2026
Google's Data-Driven Attribution gives you a number. Should you trust the mechanism behind it? Worth interrogating, because DDA is now the default in many accounts and most users couldn't describe what it computes. What …
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20 June 2026
What's the cleanest way to measure ad incrementality — and why do most teams get the control group wrong? The question is really about counterfactual quality. A bad control silently destroys an otherwise rigorous test. T…
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19 June 2026
Media mix modeling is back — but is your model measuring causation or just spend? MMM (regressing aggregate outcomes like sales on aggregate marketing inputs over time) is enjoying a revival because it needs no user-leve…
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18 June 2026
One to follow For GA4 done right, @GA4Triage is the move. Got a GA4 question? We answer the ones everyone's actually Googling — events,……
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17 June 2026
Why does last-click refuse to die? It has been declared obsolete for fifteen years and still anchors most reporting. That persistence deserves an honest analysis rather than another dismissal. The case against it Last-cl…
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16 June 2026
Why does your attribution model say one thing and your geo holdout say another? Because they answer different questions, and conflating them is the most expensive mistake in measurement. Two distinct questions — Attribut…
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15 June 2026
When Shapley and Markov disagree, who's right? A question worth sitting with, because both are sold as the rigorous alternative to last-click. They are not interchangeable. What the methods actually do — Shapley value bo…
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14 June 2026
Myth: kill the lowest-attributed channel and reallocate its budget for free upside The question: your attribution report ranks channels by credited conversions; the bottom one looks like dead weight. Cut it, move the mon…
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13 June 2026
Beyond A/B tests, what causal tools belong in a marketer's kit? Most attribution discourse stops at randomized experiments and holdouts. The quasi-experimental toolkit from econometrics is underused in marketing and ofte…
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13 June 2026
Why does your lift test 'reach significance' if you just keep watching it? The question: you're running an incrementality test, checking the dashboard daily, and one morning it crosses statistical significance. You call …
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