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MMM vs Attribution vs Incrementality: The Case of the Elephant in Room 304
There are three names you hear a lot when people argue about whether marketing worked: attribution, marketing mix modeling (MMM), and incrementality. People ask them the same question, get different answers, and begin arguing even louder. But what if the three…
Read the article →We Built a Synthetic UK to Judge the Incremental Effect of Google App CampaignsOn May 28, 2026, we switched off Google App Campaigns across the whole United Kingdom and kept them off for 18 days, with no regions held back for…We Turned Off Google Ads in Roughly Half the US for Six Weeks. We Couldn’t Detect a Meaningful Drop in Revenue.While building a marketing mix model for a subscription app client, we were asking: how much revenue does Google Ads actually bring in? Google’s own…Digitegu 2025 winner ePPC solved Ecosh's attribution puzzle and increased the revenue by 56%Meta said it drove 54% of Ecosh Life’s revenue. Google Analytics said 5.89%. Ecosh Life, Estonia’s first premium dietary supplement brand, was making…The Most Complete Guide to Google App Campaigns (UAC) in 2026Google App Campaigns (still “UAC” to everyone who has run them for years) remain the highest-scale way to grow an app on Google. One campaign feeds…App Tracking and Measurement for Paid Campaigns: What You Actually Need in 2026Every app that scales profitably takes tracking seriously. And in 2026 the hard part isn’t installing an SDK. It’s knowing which of your three…
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