Attribution vs Incrementality
This distinction is fundamental. Attribution can tell you which touchpoints are associated with a conversion under a chosen model. Incrementality asks a causal question: what happened because we ran this marketing?
Why both matter
Attribution is useful for daily optimization and journey analysis. Incrementality experiments can challenge attribution when a channel appears to receive credit for demand that would have converted anyway. Mature measurement programs often use both.
Where software fits
Attribution software helps collect the underlying events, connect touchpoints and apply these models consistently across channels. If native platform reports are materially affecting budget decisions and routinely conflict with backend revenue, a dedicated measurement layer may be worth evaluating.
Sources & verification
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