Marketing Analytics: Attribution Is Not Incrementality
Occam's Razor
JULY 5, 2021
Correction: It is almost always true that a very, very , large percentage of the Conversions driven by your Paid Media efforts are not incremental. In English, this means if someone clicked on a Paid Search ad on Bing and converted. Bing gets all the credit for that conversion in your Analytics reports. So did owned media.
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