Conversion Credit Where It's Due: Rebuilding Your Attribution Model From the Ground Up
Most marketing teams are confidently reporting ROI numbers built on a fundamentally flawed foundation. Understanding how conversion credit is assigned — and misassigned — across channels is one of the most consequential decisions a modern marketing organization can make. This guide walks through the mechanics of attribution, exposes the hidden costs of getting it wrong, and offers a structured framework for building a more defensible measurement strategy.