Attribution
Attribution is the assignment of conversion credit to marketing touchpoints — the set of rules deciding which ad, channel, or interaction "caused" a sale.
Every attribution model is an opinion, not a measurement: last-click rewards closers and starves openers; data-driven models redistribute credit but only among touches the platform can see. Each ad platform additionally grades its own homework, crediting itself for any conversion it touched — which is why per-channel reports sum to more revenue than exists.
The workable posture: pick one model as the operating lens, keep MER as the P&L referee, and resolve high-stakes disagreements with incrementality tests rather than model debates.
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