Explore philosophical and practical differences between share-based contribution metrics and causal attribution.
Contribution analysis credits each channel for total conversions while attribution focuses on ______ conversions.
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gross
invalid
incremental
Attribution asks which touchpoints caused conversions beyond baseline, not just correlated share.
Debate arises because contribution over‑states impact in presence of high ______ baseline.
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bounce
organic
bot
Organic demand inflates correlation-driven contribution scores.
First‑touch attribution credits discovery but ignores conversion assist; contribution may place weight on ______ last touches.
negative
zero
strong
weak
Different philosophies lead to differing budget recommendations.
MMM proponents argue attribution models without control groups cannot separate causality from ______ bias.
gamma
selection
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Self‑selection bias means users exposed to ads may differ inherently from control.
Platform walled‑garden reports often supply deterministic contribution stats; hybrid models adjust these using MMM incremental ______.
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cookies
scalars
pixels
Scalars calibrate platform numbers down to causal impact.
Contribution metrics still matter for capacity planning because they signal channels needed for ______ presence.
always‑on
bot
cookie
font
Even low incremental channels may be required for competitive defence or shelf‑space.
The debate also touches on time window: contribution usually uses transaction date while attribution can use ______ windows.
lookback
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render
Lookback choice influences credited paths significantly.
Incrementality tests resolve disputes by providing gold‑standard causal estimates; contribution and attribution then act as ______ proxies.
absolute
directional
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They remain useful for quick diagnostics despite causal limitations.
Unified measurement frameworks place contribution, MTA, and MMM on a hierarchy from correlation to full ______ proof.
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visual
bot
causal
Framework helps stakeholders understand reliability levels.
2025 IAB guideline recommends disclosing method limitations prominently to avoid misusing ______ numbers.
contribution
CLS
TTFB
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Transparency prevents over‑investment based on inflated but easy metrics.
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
