Attribution only works if it matches how your customers actually buy. When the model is wrong, the data looks fine on the surface. But the decisions don’t hold up. I see teams lock into one attribution model and treat it like a universal truth. Same lens for every channel. Same lens for every journey. That’s where clarity starts to break. Attribution should adapt to the business, not the other way around. Different paths need different measurement. Once the model fits the reality of the customer
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