Attribution you can actually act on

Perfect attribution doesn't exist. Useful attribution does, the kind that tells you what to do on Monday morning.

Pick one model and commit

The value isn't in the model's accuracy, it's in applying the same lens consistently so trends are comparable over time.

Fix the tracking foundation

Server-side tracking and clean event naming beat any clever model sitting on top of messy data.

Validate with incrementality

Geo-tests and holdouts answer the only question that matters: what would have happened anyway?

Tie every metric to a decision

If a dashboard number wouldn't change a budget or a bid, stop reporting it. Measurement exists to drive action.