Growth marketers

Attribution models allocate credit across touchpoints with false precision, because the underlying causal question — which touch actually caused the conversion — often has no single correct answer.

Multi-touch attribution feels more rigorous than last-click attribution because it accounts for more of the customer journey — but the credit it assigns is still a modeling choice, not a measured causal fact.

Total signups, total downloads, total pageviews — all reliably trend upward for almost any product with any ongoing marketing spend, which is exactly why they tell you so little about whether things are actually going well.