Attribution, Rebuilt

The old attribution model produced exact numbers for a question the business couldn't actually act on.

We rebuilt it around the decisions a team controls: where to invest, which audiences to prioritise, when to rotate creative, how the landing experience works, and what to test next.

“Measurement gets useful when the uncertainty is visible and the action is specific.”

Confidence ranges and known blind spots sit right next to the contribution estimates — false certainty replaced with useful boundaries.

Reporting now feeds a weekly decision cadence instead of a retrospective argument about who gets the credit.