Attribution
Comparing first-touch and last-touch store reports
First-touch and last-touch reports answer different questions.
Section
Attribution
Attribution
Comparing promotion buyers with ordinary customers
Define buyer groups, use equal follow-up windows and interpret repeat purchasing without mistaking selection for a promotion effect.
Attribution
Ecommerce acquisition attribution
Attribution assigns credit for an order to marketing interactions under a chosen rule.
Attribution
Ecommerce customer value analysis
Structure a customer value report around recorded orders, comparable observation windows, clear amount rules and visible limitations.
Attribution
Interpreting unattributed and direct traffic
“Direct” and “unknown” are reporting labels, not customer motivations.
Attribution
Measuring acquisition quality beyond the first order
The cheapest first order is not necessarily the best acquisition.
Attribution
Measuring the effect of a product recommendation
Separate recommendation exposure and clicks from sales effect, then compare eligible groups on a defined commercial outcome.
Attribution
Reporting a test result without overstating significance
Write a store-test result with group rates, effect size, uncertainty, data checks, guardrails and a bounded decision.