Advertising Attribution and Measurement

Decides what counts as a result, how credit is assigned across channels, how to prove that advertising caused the change, and what the business can afford to pay for each result. The skill designs and reads measurement; installing tags, changing tracking or processing customer data needs explicit authority.

Use When

• Before launch, agree which conversions count, how each is defined and who owns the data.
• Which channel is actually working? The platforms' numbers do not match our CRM or till.
• Design or read an incrementality test: a holdout group, a geo split or a platform lift study.
• Set the most we can pay per sale or lead: allowable CPA, break-even ROAS and cost-per-lead ceilings.
• Connect offline, shop-floor or WhatsApp sales back to the advertising, including halo effects on other channels.

Do Not Use When