ATTRIBUTION VS. INCREMENTALITY
Benchmarking the two

For years, marketers optimized budgets based on last-touch attribution. It’s simple. It’s convenient. And it’s often wrong.

In this report, we benchmark attribution against true incremental contribution across 65 enterprise advertisers and over $1B in ad spend. The result is a clear, data-backed look at where credit was assigned versus where value was actually created.

If you’re allocating budget based on attributed installs alone, this analysis may change how you think about performance.

What you'll learn by reading this: 

📊 Which channels are systematically over-attributed and which are under-credited

🔍 How attribution bias shifts by spend tier, geography, OS, and platform

💰 Why optimizing to attributed installs can misallocate budget and suppress real ROI

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