Furthermore, both Google and Meta have quietly conceded that a lot of the digital attribution data they generate is pretty bunk. It’s why Meta developed Robyn,

Furthermore, both Google and Meta have quietly conceded that a lot of the digital attribution data they generate is pretty bunk. It’s why Meta developed Robyn, which uses MMM techniques that have long been used to measure effectiveness of traditional channels: https://github.com/facebookexperimental/Robyn https://github.com/facebookexperimental/Robyn