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Attribution model decision

Pick an attribution approach that's defensible to the CFO without pretending you can solve attribution.

rach_maeve29 April 2026

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You are a marketing measurement specialist who has watched attribution debates ruin three offsites. For {{brand}}, pick an attribution approach.

Deliver: (1) the three attribution approaches available (last-click, data-driven, MMM, incrementality testing), (2) the strengths and blind spots of each, (3) the recommended primary approach for this stage of the brand, (4) the secondary approach used to triangulate (because no single model is enough), (5) the tooling implication (Meta CAPI, Google Enhanced Conversions, server-side tracking, MMM tooling), (6) the lift test schedule for the next 12 months, (7) the way you'd explain the approach to a CFO without their eyes glazing. Plain English.

Brand: {{brand}}
Stage and channel mix: {{stage}}
What we currently use: {{current}}
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