How attribution masks what’s actually driving growth
Martech
APRIL 17, 2025
Someone looks up your brand, sees your paid search ad, clicks and makes a purchase. You get non-incremental spend on one end and wasted impressions on the other the worst of both worlds neatly wrapped in an attributed ROAS of your choosing. It only tells you if something happened, not if it mattered. What do I mean by this?
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