#Attribution

Attribution is the ritual of awarding digital advertising achievements among channels like lottery winners. Whether it accurately measures results is secondary to sowing endless discussion in boardrooms. It weaves the thread of causality between clicks and sales, leading teams into an eternal slideshow purgatory. Internally deified, its true nature remains perpetually ambiguous, bewitching practitioners without end.

Multi-touch attribution is a ritual in which marketing credit is divvied up across every possible touchpoint like offerings to capricious deities, using inscrutable models and equations to predict ROI. It involves waving around numbers in meetings, pretending to divine true customer journeys, only for the model to gather dust in the corner and quietly admit, "We still don’t really know what worked, but trust the MTA."