DON'T MAKE THE MISTAKE OF BUYING ATTRIBUTION TOO SOON

Summary from the TLDR Marketing newsletter

Custom attribution is premature until a channel has proven it works and the marketing mix is genuinely difficult to measure. Attribution helps answer where to put the next dollar across multiple working channels, not which channel works in the first place. Test channels first, then fix tracking, standardize ROAS, and model conversion value before building an attribution model. Custom attribution can pay off above roughly $3M in annual paid media, but the right threshold depends more on the complexity of the channel mix than the budget itself.