Topic: Attribution
Attribution is how you assign credit for a conversion across the marketing touchpoints that preceded it. Every model is a lens rather than the truth, and the honest starting point is knowing what each one hides. Start with the definitive guide to attribution models, then incrementality, measuring what your marketing actually caused, and why you probably don't need media mix modelling.
No marketing data warehouse yet? Now might be the time
Updated:GA4 and Search Console cap, sample and hide your data. A marketing data warehouse gives you one complete source you own, ready for AI, and finally cheap and easy to run.
Position-Based Attribution: What It Is & How It Works
Updated:Position-based (U-shaped) attribution gives 40% credit to your first and last touchpoint. Learn how it works, when to use it, and how it compares.
GA4 Data-Driven Attribution: How It Works, Models & When to Use It
Updated:Learn how GA4 data-driven attribution works, how it compares to other GA4 attribution models, its advantages, limitations, and when to use it.
Incrementality: Measuring What Your Marketing Actually Caused
Incrementality measures what your marketing actually caused, not what it happened to sit next to. Learn how lift tests work and why they beat attribution.
Marketing Attribution Models: The Definitive Guide
Updated:A working marketer's guide to attribution models: what each one does, which to trust, when attribution is worth your time, and why there is no single right answer.
Markov Chain Attribution: Crediting Channels by What Breaks Without Them
Markov chain attribution credits channels using the removal effect: how much your conversions would drop if a channel disappeared. Here is how it works.
What is self-reported attribution?
Updated:Discover how self-reported attribution reveals true customer insights to optimise your marketing efforts and boost results.
Shapley Value Attribution: Fair Credit, Borrowed From Game Theory
Shapley value attribution uses Nobel-winning game theory to split conversion credit fairly across channels. Here is how it works, and where it struggles.
What is data-driven attribution?
Updated:Unlock the power of data-driven attribution to optimise marketing efforts and boost conversions with precise customer insights.
What is first click attribution?
Updated:Discover how first click attribution reveals the true spark that drives customer conversions and transforms your marketing strategy.
What is hybrid attribution?
Updated:Discover how hybrid attribution reveals the true impact of your marketing channels and drives smarter growth decisions.
What is linear attribution?
Updated:Discover how linear attribution evenly credits all customer touchpoints to reveal true marketing impact and boost your growth strategy.
What is multi-touch attribution?
Updated:Unlock the power of multi touch attribution to see your marketing efforts clearly and boost ROI with smarter, data-driven decisions.
What is time decay attribution?
Updated:Discover how time decay attribution reveals which marketing touchpoints truly drive conversions and optimise your growth strategy.
Wittgenstein's Attribution Model: When Your Ruler Measures You Back
Wittgenstein's attribution model isn't a model at all. It's a warning that a flawed attribution tool measures your own biases as much as it measures your marketing.
Last-Click Attribution Is Rewarding the Wrong Work
Updated:Last-click attribution rewards proximity to conversion, not the work that actually drives growth. Learn why it misleads B2B teams and what to measure instead.
Uncovering the Attribution Mirage: How to See Past Brand and Media Confusion
Updated:Uncover the attribution mirage and learn how asking customers directly reveals true marketing impact beyond flawed analytics.
Why You Probably Don’t Need Media Mix Modelling (MMM)
Updated:Media Mix Modelling misses B2B realities. Learn better approaches: multi-touch attribution, incrementality testing and MQAs for insights.