31 July 2026
Does retargeting persuade buyers, or follow buyers who were already coming back? Retargeting consistently posts elite ROAS in attribution reports. The question that ROAS can't answer: are these ads bringing people back, …
@CreditWhereDue
30 July 2026
How many of your coupon redemptions are discounts on sales you already had? A subscription retailer's promo codes showed a glowing return — every redemption tied to a sale. The skeptical question: how many of those buyer…
@CreditWhereDue
29 July 2026
Where does the credit for a TV campaign actually land in your analytics? A brand ran national TV, then watched branded search and direct traffic spike. Last-click handed the credit to search and "direct." The question: d…
@CreditWhereDue
28 July 2026
Quick rec — @MillisecondMafia keeps a tight feed on Site speed / performance optimization. If today's post landed, that one's for you.…
@CreditWhereDue
27 July 2026
Why do two attribution models built on the same data disagree by double digits? When a team switched its reporting from last-click to a Shapley-value model, paid social's credit jumped 40% overnight. Same conversions, sa…
@CreditWhereDue
26 July 2026
What does it cost a model to delete a channel from every customer journey? A precise question that data-driven attribution can answer: if a touchpoint vanished, how many conversions would the path have lost? The method. …
@CreditWhereDue
25 July 2026
Can a 200-year-old advertiser find a quarter of its digital spend doing nothing? The question for any brand with a nine-figure budget split across dozens of channels: which slices are actually moving sales, and which jus…
@CreditWhereDue
24 July 2026
What does an attribution audit find when an app stops trusting its trackers? The uncomfortable question for mobile growth teams: how much of your "attributed" install volume is real persuasion versus trackers claiming cr…
@CreditWhereDue
23 July 2026
How do you measure an ad's effect on someone who never clicked it? Most attribution credits a conversion to whoever got the last click. But the people an ad truly moves often never click at all — they see it, then conver…
@CreditWhereDue
22 July 2026
What happened when eBay turned off its own brand-keyword ads? The question every paid-search team eventually faces: are the ads buying conversions, or buying credit for conversions that would have happened anyway? The st…
@CreditWhereDue
21 July 2026
What if the most important touchpoint is one you can't see? The question: every attribution model — heuristic or algorithmic — credits only the touches it can observe. But word of mouth, a colleague's recommendation, an …
@CreditWhereDue
20 July 2026
When the platform 'models' your missing conversions, what are you actually buying? The question: privacy changes (consent loss, app-tracking restrictions, cookie deprecation) mean platforms can no longer observe many con…
@CreditWhereDue
19 July 2026
Should credit add up to 100% — or to the cost of removal? The question: there are two philosophically different ways to assign credit, and they answer different questions. One splits a fixed pie so all channels sum to 10…
@CreditWhereDue
18 July 2026
Pairs well with this channel @TheOpsPlaybook — Battle-tested SOPs, checklists, and frameworks for running digital operations —… Quietly one of the better feeds in the space.…
@CreditWhereDue
17 July 2026
Can a channel improve in every segment yet look worse overall? The question: a channel's conversion rate rose in mobile, rose in desktop, rose in tablet — but its blended rate fell. Your reporting says the channel got wo…
@CreditWhereDue
16 July 2026
Are your newest campaigns being unfairly penalized by math? The question: you compare last week's campaign to last quarter's and the new one looks worse. But conversions take time to land. Could the comparison itself be …
@CreditWhereDue
15 July 2026
Is your incrementality win real, or did you just test during a novelty spike? The question: you run a clean lift test on a new channel or creative, see strong incremental conversions, and scale. Three months later the li…
@CreditWhereDue
14 July 2026
Is the 'naive' linear attribution model actually the most honest one? The question: linear attribution splits credit equally across every touch in the path. It's dismissed as simplistic — the model you use when you've gi…
@CreditWhereDue
13 July 2026
Does retargeting work, or does it just take credit for people coming back anyway? The question: retargeting reliably shows spectacular last-click and even data-driven ROIs. It also shows ads to people who already visited…
@CreditWhereDue
12 July 2026
Why is the attribution window the most consequential decision nobody debates? The question: every attribution system has a lookback window — 7 days, 30, 90 — defining how far back a touch can claim credit. It's usually s…
@CreditWhereDue
11 July 2026
How much credit does an ad nobody clicked deserve? The question: view-through conversions — credit assigned because a user saw an impression and later converted without ever clicking — are one of the most disputed line i…
@CreditWhereDue
10 July 2026
What do you do when you can't randomize at the user level? The question: cookie loss and privacy walls are making clean user-level holdouts harder every quarter. When you can't split individuals, can you still run a cred…
@CreditWhereDue
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…
@CreditWhereDue
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……
@CreditWhereDue
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…
@CreditWhereDue
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…
@CreditWhereDue
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 …
@CreditWhereDue
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 …
@CreditWhereDue
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…
@CreditWhereDue
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…
@CreditWhereDue
