Attribution: last-click vs MTA vs MMM vs incrementality

Attribution: last-click vs MTA vs MMM vs incrementality

Five reads on choosing a measurement model that won't lie to your CFO.

1️⃣ Why last-click survives — it's wrong but cheap and stable; the case for keeping it as a baseline, not a verdict. Source: Recast blog.
2️⃣ Multi-touch attribution's quiet death — post-privacy, user-level MTA is mostly fiction; here's the honest postmortem. Via measure.dev.
3️⃣ Media mix modeling for small budgets — open-source MMM (Robyn, Meridian) is finally usable below seven figures. Source: Google Meridian docs.
4️⃣ Incrementality as the tiebreaker — geo-holdouts answer what attribution never can: would this have happened anyway? Via Reforge.
5️⃣ Triangulation over one model — the mature stance: run all three and look for agreement.

Essential if your channels keep claiming the same conversions.

That's the stack for this week. Forward to a teammate.