Models range from simple rules, such as linear or position-based, to data-driven models like the one in GA4. All of them describe correlation, not causation, and all lose visibility as cookies and device identifiers become less available. Use attribution for optimisation within channels and experiments for decisions between them.
Related terms
- IncrementalityIncrementality is the share of results that would not have happened without a marketing activity.
- Marketing mix modelling (MMM)Marketing mix modelling uses statistical regression on aggregate data to estimate how much each channel contributes to sales.
- GA4 default channel groupThe GA4 default channel group is the set of rules Google Analytics 4 uses to sort traffic into channels such as Paid Social, Paid Search and Email.
Where this comes up
The last rupee problem: scaling on marginal returnsAverage ROAS hides the moment scaling stops paying. Marginal ROAS shows it. A practical way to find that point before your P&L does.Part of the growth marketing glossary by Shiva Sharma.