The big problem with PPC attribution modeling no one is talking about

Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly.

The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is.

Let me explain.

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