Attribution · informational
Attribution vs Incrementality: Different Questions, Different Answers
Attribution asks which observed touchpoints receive credit for a conversion. Incrementality asks whether the marketing activity caused additional conversions that would not otherwise have happened.
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The core idea
A channel can receive attribution credit without being fully incremental, especially when it captures users already likely to convert.
What matters in practice
Use attribution for operational journey analysis and incrementality experiments for causal questions where practical.
Decision rule
Do not treat a change in attributed conversions as automatic proof of incremental growth.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.