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Attribution & MMM
Multi-touch attribution, marketing mix modeling, incrementality, BI reporting gaps, and the executive measurement decisions behind budget allocation.
Attribution and MMM answer different questions. FOCO treats them as measurement tools for different decision layers: user-level path analysis, aggregate budget allocation, incrementality validation, and executive revenue reporting.
Related writing
Curated field notes and guides that support this topic hub.
Multi-Touch Attribution vs MMM: Which One Do You Actually Need
Compare multi-touch attribution and marketing mix modeling head to head to figure out which measurement approach fits your spend, channel mix, and reporting timeline.
The Retargeting Fallacy: A Case Study in Incrementality vs. Attribution
High ROAS is often a signal of selection bias, not efficiency. In this case study, I break down how a luxury retailer's "profitable" retargeting campaign was actually a negative-leverage tax on their most loyal customers—and how we proved it with a simple RCT.
When Perfect Correlation Breaks Attribution: Why Most MMMs Randomly Assign Credit
When ad channels scale together, standard regression models fail to distinguish cause from effect. This post explores how correlated spend leads to random credit assignment and why you need randomized experiments—not just better models—to untangle the signal
The Attribution Window Mismatch: How Standard BI Infrastructure Killed a 4.2x ROAS Channel
Why we stopped optimizing media buying and started optimizing our measurement stack. A deep dive into fixing B2B attribution for considered purchases.
Why Your Marketing Team and Finance Team See Different Revenue Numbers
Marketing and Finance report different revenue every month. It's not a communication problem—it's a measurement architecture problem with three specific causes and a concrete fix.
Why marketing and finance never agree on what a dashboard is showing
The BI dashboard rolls up GA4, Meta, and CRM into one clean number. That number is an opinion, not a fact, and most marketing teams never check which opinion it's giving them.
How to Tell If Your GA4 Attribution Is Wrong
Your GA4 reports show strong performance, but revenue doesn't match. Here's how to diagnose when GA4 attribution is inflating your numbers and what to do about it.
Your CAC numbers disagree because they're measuring different things
GA4, ad platforms, and finance report different CAC numbers by design. Here's the three-layer measurement architecture that resolves the disagreement.