How measuring incremental sales can show what attribution doesn’t: Causation

This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.

Jump to: Definitions | Where to start | Essentials | Further reading


Attribution: In marketing, attribution -- often referred to as multi-touch attribution -- identifies a set of user actions, including actions such as events and touchpoints, that contribute to a desired outcome, assigning value to each of these actions. At

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands