Attribution Modeling
Attribution allocates credit. Experiments estimate incremental impact.
Cheat sheet
Attribution allocates credit. Experiments estimate incremental impact.
What to check first
Compare last-click, first-click and multi-touch models for the same conversion window.
How to make the call
Use a creator or geographic holdout before shifting budget.
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Indian practice case
Fictional scenario
A Kolkata apparel buyer sees a creator post, searches the brand and purchases through a paid click.
Reveal the step-by-step solution
- Diagnose the problem.
Compare last-click, first-click and multi-touch models for the same conversion window.
- Work through the evidence.
Last-click assigns the sale to search but does not show what would happen without the creator post.
- Recommend and validate.
Use a creator or geographic holdout before shifting budget.
More Indian cases
Interview question
How would you use attribution modeling to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Last-click assigns the sale to search but does not show what would happen without the creator post. Use a creator or geographic holdout before shifting budget.