E027: How We Set Goals, Attribution Limitations and KPIs for Growth
Marketing Operators
Attribution is Directional, Not Definitive
Relying on channel attribution to project revenue can lead to inflated estimates. When aggregating expected contributions from various sources, such as Meta, Google, TikTok, and email, the summed total often exceeds actual revenue potential, highlighting a discrepancy in the attribution process. Multiple attribution approaches, including multi-touch attribution (MTA), lack the ability to provide a precise measurement of each channel's contribution to revenue. Instead, they offer directional insights that can be more useful for comparative analysis rather than definitive revenue calculation.
00:00
Transcript
Play full episode
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
