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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 the lift a channel actually adds by running a holdout, not the correlation between exposure and conversion the channel's own report shows
Combine realized revenue with a predicted future, and carry the model's uncertainty into the decisions LTV drives, so the bid that depends on it knows what it is standing on
Get the unified spend, exposure, and conversion data clean enough for the model to produce decisions you can act on, not directional outputs that need a footnote