> Well then it becomes a question of attribution. How do you with a finite amount of dollars to spend on advertising know if you are getting your money's worth

> Well then it becomes a question of attribution. How do you with a finite amount of dollars to spend on advertising know if you are getting your money's worth when you cannot connect a dollar spent on ad with incoming revenue? The problem with attribution is that it's entirely flawed. Just compare what Google Analytics reports for a campaign vs what Facebook is reporting for the same thing. They'll give you different results and in most cases you probably shouldn't trust either. BUT, what they do is provide an easily accessible number that you can show your boss to show you had results. This is massively flawed but most marketers don't understand the mechanics of advertising or tracking well enough to understand why they're reporting garbage data.