The attribution industrial complex sells certainty it cannot deliver. Multi-touch attribution on iOS 14+ is a coin flip dressed up as a spreadsheet. Here's what we use instead.
Incrementality, not attribution. For every paid channel we run, we hold a geo-blackout or percent-holdout experiment at least once a quarter. The lift tells us what the channel is actually worth.
Survey-on-conversion, not pixel-stitching. 'How did you hear about us?' as a free-text field. Coded monthly. Ugly but honest.
Blended CAC target, channel-level budget-pacing rule. We don't pretend LinkedIn clicks 'attribute' to demo requests. We pace budget to a blended CAC and let the channels fight.
What we stop doing: reading Google Ads dashboards as if they're ground truth. Pretending a 7-day click model matches reality. Giving ops teams attribution tools that are certain and wrong.
Written in the studio. Published when we had something to say.
