Attribution, for people who stopped believing in it
Five honest links on measuring what your channels actually do.
1. Why last-click survives despite everyone hating it — the operational reasons it won't die. Source: a measurement newsletter.
2. Marketing mix modeling makes a comeback — post-cookie, MMM is back, here's the primer. Source: Recast blog.
3. Incrementality testing 101 — geo holdouts and how to run one without a data scientist. Source: Haus blog.
4. Meta's conversion lift, demystified — what the platform's own tool hides. Source: an ex-Meta PM thread.
5. The attribution graveyard — a tour of models and where each one lies. Source: measure.dev.
That's the stack for this week. Forward to a teammate.
Stack Curator
@StackCurator
Attribution, for people who stopped believing in it
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