Attribution Guides
In-depth, evergreen guides on marketing attribution, ROAS, models, and measurement. Read them end-to-end, or dip into the section you need.
Foundations
What Is Marketing Attribution?
The full primer on marketing and digital attribution. Models, dimensions, and how to get started.
Read guide →Why Attribution Matters
The financial, budget, and organisational case for getting attribution right.
Read guide →What Is ROAS?
Return on ad spend explained. How to calculate it, what good looks like, and why platform ROAS misleads.
Read guide →Attribution Models Explained
Every major model, from last click to multi-touch to MMM. How each splits credit and when to use which.
Read guide →Measurement Deep Dives
Multi-Touch Attribution: Complete Guide
How conversion credit is distributed across every touchpoint, the six models in depth, and how to implement MTA.
Read guide →Marketing Mix Modeling: Complete Guide
Statistical incrementality, Bayesian vs Ridge vs Ensemble approaches, response curves, and budget optimisation.
Read guide →LTV Cohort Analysis: Complete Guide
Cohort curves, retention, LTV by acquisition channel, and why first-order ROAS is a trap.
Read guide →Reported vs True Incremental ROAS
Every platform over-reports. Here is how to measure the revenue your marketing actually caused.
Read guide →DNI Call Tracking: The Complete Guide
How dynamic number insertion works, why it matters, and how to attribute phone calls to the campaigns that drove them.
Read guide →Questions Beyond the Guides?
Chat with the team to talk through your attribution setup, or jump straight into a product walkthrough.