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Start measuring causality. Attribution is smoke and mirrors. It’s all flawed. None of it measures whether or not the ad exposure or ad engagement was the CAUSE of the user behavior (in 99% of cases buying your product, or generating a lead). You need experimentation and incrementality experimentation to be precise. Otherwise you are just trusting an ad platform to tell you their inventory and ad exposure was in the path, so that equals credit. That means nothing when it comes to influencing consumer behavior. How many times have you passed a billboard for a company you eventually found yourself buying from. The marketer who attributes that sale to the billboard blindly because the billboard company tells you the person drives by it 3x a week is a fool. Digital attribution, no matter how sophisticated is an inherently (mortally) flawed concept. Stop relying on it to give you a read on ROI.
