Attribution Models & Bias
Attribution models shape how performance is interpreted and optimized. When they’re misunderstood, teams optimize toward misleading signals and mistake reporting artifacts for real growth.
What This Covers
How attribution assigns credit (not causality)
Structural bias built into platform attribution models
Where attribution breaks down in complex journeys
When attribution should not be used for decision-making
Featured Articles
Why precision in attribution creates false confidence, and how to choose better evidence instead.
Why reclaiming early-touch signals can improve decision quality in algorithm-heavy ad systems.
Related Articles
Why Scaling Too Early Destroys Learnings
You start running a campaign at a low daily budget. It performs...
How Strong Does the Evidence Need to Be?
All marketers have had to make decisions without complete...
Why Attribution Breaks Down as a Decision System
Attribution changed the entire game of marketing....
How First-Click Attribution Superpowers Meta Andromeda
The difference between good Facebook advertising...
Customer Data Hashing with Google Tag Manager: Complete Setup Guide
Customer data is at the core of...
Facebook Offline Conversion Tracking: Complete Setup Guide
The iOS 14.5 update in April 2021 fundamentally...