Brands need to understand the limitations of attribution as it may not always reflect actual sales impact. Over-reliance on attribution can lead marketing towards optimizing for credit rather than growth. To shift focus, testing should begin with branded search, assessing its real impact by turning it off and monitoring any changes in organic search and sales. This method simplifies the testing process and allows brands to analyze true incremental effects.
Attribution has historically been the default source of truth for many teams, but recognizing its limits is essential—just because something gets credit doesn't mean it caused a sale.
Your marketing spend and team may be optimizing for credit rather than growth if marketing's attributed ROAS increases while total revenue and profit do not.
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