Measure what changed, not what was clicked
A practical introduction to incrementality testing.
Attribution tells you who touched what before buying. It does not tell you whether they would have bought anyway.
Incrementality testing does: show the campaign to one group, hold it back from another, and compare. It is slower than a dashboard and far more honest.
Start with one channel you are unsure about. You will learn more from one good experiment than from a year of attribution reports.
