A common question on demos: how do deterministic multi-touch attribution and probabilistic marketing mix modelling complement each other? Here's our take 👇

GA4's data-driven model offers no insight into how it weights channels or attributes conversions. That needs to change 👇 Build a measurement framework that offers more visibility: bit.ly/3I33BMF

When the company that sells the ads also builds the attribution model, conflicts of interest are inevitable. Google data-driven model inherent bias favors search over upper-funnel channels on other platforms. It’s time to question whether these models truly reflect performance.