The pattern that measures the impact of marketing activities when full identity tracking isn't available. Combines deterministic attribution (where consent and tracking allow) with modeled attribution (where they don't), with explicit acknowledgment of which is which. The honest version of attribution in a post-cookie, consent-mandated environment.
The capability a stack needs to run this pattern, and the vendors that provide it, on Martech Stack Builder.
Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting
Measure paid channel contribution honestly when tracking is partial, by separating what you observed from what you modeled
Measure the lift a channel actually adds by running a holdout, not the correlation between exposure and conversion the channel's own report shows
Separate the conversions an influencer actually drove from the ones they took credit for, using owned tracking rather than the agency's screenshot