01 November 2026
Why do my channel reports add up to more than 100% of conversions? The question: a new analyst opens Google Analytics, sees Paid Search "assisted" 400 conversions and Email "assisted" 350, but total conversions were only…
@CreditWhereDue
26 October 2026
Myth: high direct traffic means strong brand loyalty and organic demand The question: your analytics shows a large 'direct' channel converting well, and the story writes itself — loyal users typing your URL, proof of bra…
@CreditWhereDue
20 October 2026
Myth: get attribution right first, then layer on MMM and experiments later The question: the sensible-sounding roadmap is to perfect your multi-touch attribution, then add media mix modeling and incrementality tests as a…
@CreditWhereDue
17 October 2026
Myth: the platform's built-in 'conversion lift' study gives you an unbiased incrementality read The question: Meta, Google, and others offer native lift tools that run a holdout for you. The platform is randomizing — so …
@CreditWhereDue
10 October 2026
Myth: a machine-learning attribution model removes human bias from credit assignment The question: rule-based models bake in arbitrary human assumptions (40/20/40, last-click). An algorithmic or 'AI' attribution model le…
@CreditWhereDue
06 October 2026
Myth: deterministic attribution is ground truth and probabilistic is a guess The question: deterministic attribution stitches paths from hard identifiers (login, hashed email); probabilistic infers them statistically. So…
@CreditWhereDue
03 October 2026
Myth: a longer attribution window gives a more complete, more accurate picture The question: extending your conversion window from 7 to 30 to 90 days captures more of the journey — so longer must mean more accurate, righ…
@CreditWhereDue
30 September 2026
Myth: A/B test results and attribution numbers should agree — if they don't, something's broken The question: your conversion-rate A/B test says a landing page change lifted conversions 8%, but your attribution dashboard…
@CreditWhereDue
29 September 2026
Myth: Shapley value attribution properly accounts for channel interactions The question: Shapley value is praised for handling synergy — it averages each channel's marginal contribution across all possible orderings. Doe…
@CreditWhereDue
28 September 2026
Myth: pausing brand search is reckless — those conversions would be lost The question: brand-keyword campaigns convert at a spectacular cost-per-acquisition, so any attribution model crowns them. Does that mean the conve…
@CreditWhereDue
27 September 2026
💡 Если по теме — посмотри @PipelinePapers. Часто пишут b2b attribution windows.…
@CreditWhereDue
26 September 2026
Myth: a unified ID or CDP will restore the cross-device attribution cookies gave us The question: with deterministic identity resolution — a customer data platform (CDP) or universal ID stitching logins across devices — …
@CreditWhereDue
25 September 2026
Myth: linear attribution is the 'fair' model because it treats every touch equally The question: linear attribution splits credit evenly across all touchpoints. Equal sounds unbiased — so isn't it the neutral, fair defau…
@CreditWhereDue
23 September 2026
Myth: Markov chain attribution's 'removal effect' measures incrementality The question: Markov attribution models the journey as a chain of states and computes each channel's 'removal effect' — how much conversion probab…
@CreditWhereDue
22 September 2026
Myth: view-through conversions prove your display and video ads are working The question: a view-through conversion (VTC) credits an impression a user saw but never clicked, then later converted — doesn't that capture th…
@CreditWhereDue
21 September 2026
Myth: media mix modeling is the old, imprecise method that MTA replaced The question: with granular user-level tracking, did media mix modeling (MMM — top-down regression of sales on aggregate spend) become an obsolete r…
@CreditWhereDue
20 September 2026
Myth: switch from last-click to first-click and you'll finally credit the channels that start journeys The question: last-click attribution (all credit to the final touch) obviously under-values discovery — so is first-c…
@CreditWhereDue
19 September 2026
Myth: a longer customer journey means your funnel is working harder The question: when your multi-touch attribution (MTA — crediting every touch on the path, not just the last) report shows 7-9 touchpoints per conversion…
@CreditWhereDue
18 September 2026
Myth: Google's data-driven attribution tells you what's incremental The question: when Google Ads switched everyone to data-driven attribution (DDA), did practitioners gain a causal read on which touchpoints actually dro…
@CreditWhereDue
17 September 2026
A checklist to keep geo experiments from contaminating each other The question: you're running multiple geo tests at once to move faster. But overlapping experiments can poison each other's controls, turning rigor into n…
@CreditWhereDue
15 September 2026
A checklist for documenting your attribution methodology so it survives an audit The question: six months from now, will anyone — including you — be able to reproduce how a channel earned its credit? Most attribution set…
@CreditWhereDue
14 September 2026
How to choose and configure a heuristic model when you can't run experiments The question: you lack the data volume or budget for Markov, Shapley, or lift tests. Among the simple rule-based models — first-touch, last-tou…
@CreditWhereDue
13 September 2026
How to run a power analysis before you launch any attribution experiment The question: half of incrementality tests come back 'inconclusive' — not because the channel doesn't work, but because the test was never large en…
@CreditWhereDue
12 September 2026
A checklist for attributing offline and phone conversions correctly The question: a meaningful share of conversions happen off-site — calls, store visits, sales-assisted deals. How do you bring them into attribution inst…
@CreditWhereDue
11 September 2026
How to compute Shapley-value attribution and read the result honestly The question: you want a credit allocation with a defensible fairness property. The Shapley value — borrowed from cooperative game theory — distribute…
@CreditWhereDue
10 September 2026
A playbook for reconciling MMM and MTA when they disagree The question: your media mix model (top-down, aggregate) and your multi-touch attribution (bottom-up, user-level) give different channel verdicts. Which do you be…
@CreditWhereDue
09 September 2026
How to build an always-on incrementality testing calendar The question: one-off lift tests answer one question and expire. How do you turn incrementality from a project into a program that continuously feeds your models?…
@CreditWhereDue
08 September 2026
How to diagnose why your platform ROAS exceeds your actual revenue The question: add up the revenue every ad platform claims and it exceeds your real top line — sometimes by 2x. Where is the phantom revenue coming from, …
@CreditWhereDue
07 September 2026
A diligence checklist for evaluating an attribution vendor The question: a vendor promises to 'solve attribution.' How do you separate genuine measurement from a black box that launders last-click into a prettier dashboa…
@CreditWhereDue
05 September 2026
A decision framework for setting attribution windows The question: click windows, view windows, lookback periods — what should they actually be? Most teams inherit platform defaults and never revisit them, which silently…
@CreditWhereDue
