MeasurementStrategy
Measuring incrementality beyond platform reporting
Platform attribution is useful, but it cannot answer every growth question. Here is how to add stronger evidence without slowing the team down.
Attribution is a model, not a receipt
Every platform sees the journey through its own window. Use platform reporting for daily steering, but pair it with business-level evidence when making larger budget decisions.
Add practical validation
- Compare blended acquisition cost over time.
- Run geographic or audience holdouts where feasible.
- Track new-customer revenue and contribution margin together.
Make confidence visible
Label decisions by the strength of their evidence. This prevents a directional platform signal from being treated like a controlled experiment and keeps stakeholders aligned.
