The Law Of Digital Attribution
Don't trust everything your dashboard says.
Those beautiful green bars in your Google Ads dashboard? They're lying to you. You’re currently paying $50 per click to acquire customers who were already walking through your front door with their wallets out. The Attribution Fallacy is the greatest heist in marketing history, and you’re the one handing over the keys. If you think the last click is why people buy, you probably think the person who hands you the bill at a restaurant is the reason you’re full. Grab a coffee; we’re about to dismantle the fantasy your performance agency sold you. It’s time to stop measuring what’s easy and start measuring what matters.
THE LAW OF DIGITAL ATTRIBUTION
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Key Takeaways
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Consequences Of Applying The Law
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|---|---|---|
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Genesis & Scientific Origin
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The Mechanism: How & Why It Works
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Real-World Example:
Major Global Brand
Situation
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Result
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Strategic Implementation Guide
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Frequently Asked Questions
If last-click attribution is so flawed, why does everyone still use it?
to see the answer
Isn't some data better than no data?
to see the answer
Does this mean I should stop all performance marketing?
to see the answer
How do I explain this to a CFO who only cares about ROAS?
to see the answer
What is the Selection Effect in simple terms?
to see the answer
Sources & Further Reading
Related Marketing Laws
The Law Of Overclaimed Differentiation
Most brands are less unique than they believe.
The Law Of Over-Optimization
Excessive testing leads to average, forgettable work.
The Loyalty Program Law
They mostly reward existing behavior without changing it.
The Brand Purpose Law
Purpose matters more internally than in buying decisions.