Attribution and Incrementality
are not the same thing.
Attribution tracks
who touched the user.
It assigns credit
along the conversion path.
Incrementality asks
what changed revenue.
One measures correlation.
The other measures causation.
That difference changes
where budgets should go.
High attribution ≠ high impact.
Both can be useful.
They solve different problems.
See the full difference
between Attribution and Incrementality.
Learn Correlation vs Causation.