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.
cookie
gross
invalid
incremental
Debate arises because contribution over‑states impact in presence of high ______ baseline.
cookie
bounce
organic
bot
First‑touch attribution credits discovery but ignores conversion assist; contribution may place weight on ______ last touches.
negative
zero
strong
weak
MMM proponents argue attribution models without control groups cannot separate causality from ______ bias.
gamma
selection
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Platform walled‑garden reports often supply deterministic contribution stats; hybrid models adjust these using MMM incremental ______.
fonts
cookies
scalars
pixels
Contribution metrics still matter for capacity planning because they signal channels needed for ______ presence.
always‑on
bot
cookie
font
The debate also touches on time window: contribution usually uses transaction date while attribution can use ______ windows.
lookback
font
pixel
render
Incrementality tests resolve disputes by providing gold‑standard causal estimates; contribution and attribution then act as ______ proxies.
absolute
directional
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cookie
Unified measurement frameworks place contribution, MTA, and MMM on a hierarchy from correlation to full ______ proof.
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visual
bot
causal
2025 IAB guideline recommends disclosing method limitations prominently to avoid misusing ______ numbers.
contribution
CLS
TTFB
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Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
Getting ready for Contribution vs. Attribution Debate Interview Questions means understanding how to weigh channel lift against last-touch credit. Kick off your study with our Attribution & Marketing-Mix Modelling interview questions to build a strong foundation in credit assignment methods. Then tackle the holistic budget setting interview MCQs to practice balancing spend across mixed channels. Next, explore the KPI lag structure interview questions to master timing effects in measurement. Finally, strengthen your models by reviewing the model overfitting safeguards interview resource and avoid common pitfalls.
