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Measurement & Attribution

Why dashboards lie, where attribution breaks, and how to measure what actually drove a sale.

3 Articles
Measurement & Attribution · 18 min read
What Marketing Mix Modeling Actually Tells You
MMM reveals budget-level contribution across channels — but it's not attribution. Here's what B2B SaaS CMOs should and shouldn't expect from it.
Measurement & Attribution · 12 min read
What is Incrementality in Marketing?
Incrementality measures what your marketing actually caused — not what it coincided with. It answers the question attribution never asks: would that customer have converted anyway?
Measurement & Attribution · 11 min read
Why Your Attribution Model Is Lying to You
Last-touch, multi-touch, and data-driven attribution all share the same flaw: they measure correlation, not causation. Learn what they miss and what to use instead.