TLDR Tech / Marketing
Bad Data Means Bad Decisions
Relying on one attribution model leads to bad marketing decisions because it cannot capture every source of revenue. One brand saw reported conversions fall after it increased video investment because first click attribution could not track view through impact. Post-click conversions fell from about 80% to 20% even though incrementality testing showed revenue increased. Compare incrementality studies, media mix modeling, and platform data instead of treating one reporting system as the source of truth.
Read the full story