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Every major ad platform has quietly degraded their attribution reporting. Apple's privacy changes hit them first, but Google and Meta followed. What nobody talks about: they're doing it on purpose. Better to admit uncertainty than face massive class-action litigation for inaccurate data.
The old attribution model is dead. Here's what actually works.
47% of marketing teams still rely on last-click attribution β 23% confidence in platform reporting year-over-year $2.3T annual marketing spend based on unreliable attribution
Stop waiting for perfect data. Implement an incrementality testing framework. Run controlled holdouts on your highest-spend channels. Measure incrementally, not attributively. You'll get better ROI forecasts in 8 weeks than most teams have in a year.
Join 2,000+ CEOs and marketing directors who read the briefing before Monday morning.