As someone who is somewhat familiar with marketing but no expert, I always wondered how well attribution works. It seems all guesswork to me. User journeys and

As someone who is somewhat familiar with marketing but no expert, I always wondered how well attribution works. It seems all guesswork to me. User journeys and decisions are not well enough understood to say, "If I spend $1 here, it’ll return $x". Of course, marketing people come up with all kinds of calculations to show it’s possible. That or I’m completely ignorant.