Measurement
Attribution for a UK product launch: what one method can and cannot prove
How to match attribution methods to a UK product launch: what last-click, multi-touch, holdout tests and mix modelling can each prove, and where each stops.
Topic
incrementality testing
Measurement
Attribution for Shopify stores in the UK: what the apps cannot prove
How to read Shopify attribution reports, where platform credit stops, and which controlled tests can prove what an app cannot for UK online stores.
Measurement
Incrementality testing vs attribution: which should UK brands use?
Attribution and incrementality testing answer different questions. Compare lift tests with modelled credit, and design a GDPR-compliant holdout for UK brands.