>>2163>you still need a wayyy to measure incrementality via lift studies if you want to prove that spend isn't just wasted.I spent months trying to justify a massive budget increase for an e-commerce client using nothing but their messy multi-touch model. The data looked great on paper, but the actual sales volume barely moved. We eventually ran a controlled experiment with a holdout group and realized the attribution was lying. Most of those conversions were just people who would've bought anyway. It's frustrating when you're stuck relying on
Google Analytics reports that clearly don't show the full picture. Without that lift data, you're basically just guessing.