Measurement and attribution

Attribution models, incrementality testing, marketing mix thinking and what to trust when platforms disagree with the P&L.

Which of our reported growth is real, and which is reallocated credit?

Incrementality sanity check Pipeline attribution unclear

5 min read

The four numbers that tell you growth is stalling

Most ecommerce reporting is too detailed to make a decision with. Four numbers, read together, tell you whether the business is genuinely growing or simply spending more to stand still.

The growth notes

Occasional, considered writing on where growth actually gets stuck. Read by the people who own the number.

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