Attribution & Its Failures · 11 min read
Why Your Attribution Model Is Lying to You
Attribution models don't measure which marketing channels caused a sale — they only assign credit based on which channels were present. Last-touch, multi-touch, and platform-reported ROAS all overstate performance in structurally predictable ways. The result is that most B2B companies systematically over-invest in performance channels and under-invest in brand — making growth progressively more expensive every quarter.