Table 220 Aug 2026From “A marketing attribution model needs a counterfactual”

The marketing measurement decision rights

A measurement system becomes safer when every output has a named decision boundary.

Table 2The marketing measurement decision rights

Output	Allowed decision	Required companion
Observed touch volume	Fix tracking, routing or creative coverage	A clear statement that the output is descriptive
Attributed conversion share	Compare observed paths inside the same reporting system	A test or bound before reallocating causal budget
Modelled channel contribution	Run scenarios and identify sensitive assumptions	Calibration data outside the model
Incremental lift	Scale, hold or stop under the tested conditions	Scope note for segment, period and intervention
Payback and contribution	Set a cash or margin ceiling	Cohort economics and cost boundary

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Source: Author's operating framework based on the cited measurement literature and the site's evidence-over-anecdote discipline.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-marketing-attribution-model-needs-a-counterfactual-fig02.png

From the essay

Growth that compounds

A marketing attribution model needs a counterfactual

A marketing attribution model can describe observed touches. It cannot prove incremental demand unless the decision includes a credible counterfactual.

20 Aug 2026

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Isoglu, S. (2026). The marketing measurement decision rights [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-marketing-attribution-model-needs-a-counterfactual-fig02/

BibTeX

@misc{isoglu-2026-marketing-attribution-model-needs-a-counterfactual-fig02,
  author = {Isoglu, Sinan},
  title = {{The marketing measurement decision rights}},
  year = {2026},
  howpublished = {Table 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-marketing-attribution-model-needs-a-counterfactual-fig02/},
  note = {From the essay {A marketing attribution model needs a counterfactual}}
}

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    <img src="https://isoglu.com/social/isoglu-2026-marketing-attribution-model-needs-a-counterfactual-fig02.png" alt="Table 2: The marketing measurement decision rights" width="3200" height="2400">
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  <figcaption>Table 2: The marketing measurement decision rights. Source: Author&#39;s operating framework based on the cited measurement literature and the site&#39;s evidence-over-anecdote discipline. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-marketing-attribution-model-needs-a-counterfactual-fig02/">View exhibit</a>.</figcaption>
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