Post by Timothee Bardet

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝘁𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗶𝘀 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴. Most CMOs mistake it for math. Our clients and myself as well... Every dashboard offers a clean answer to a messy question. Which channel drove the conversion? GA4 (or any server-side tracking) says one thing. Meta says another. HubSpot says a third. The numbers sit there in confident decimals (lol). The CMO reports them upward as if they were measured. They were not. They were authored. 📉 In the privacy era, most conversion data is partly modeled, partly observed. The platform claiming credit also writes the rules for how credit is assigned. That is not data. That is a partial story dressed as data story. The only attribution that survives the privacy era is causal: → Run a real incrementality test on your largest channel → Use Meta Conversion Lift or geo holdouts to isolate the effect (even with top notch tracking, in EU we lose 40% of conversion attribution for Meta, and only 10% elsewhere) → Compare what the dashboard reports with what the holdout actually reveals 🎯 The question is not which attribution model is best. It is whether the marketing function is 𝗺𝗲𝗮𝘀𝘂𝗿𝗶𝗻𝗴 𝘁𝗼 𝗹𝗲𝗮𝗿𝗻. Or measuring to defend decisions it has already made. Where is my brand reach, organic content and pre-funnel SEO are all helping ads platforms to learn? One compounds knowledge. The other compounds confidence in claims that may not survive one clean test. At Z Digital Agency we have one of the best Tracking & Compliance team in Switzerland, we get back a lot of data, but we don't mistake them for a static story. #MarketingMeasurement #B2BMarketing