4 min read
What is the cost of bad marketing attribution?
The primary cost of bad attribution is profit-drain caused by scaling the wrong campaigns and misallocating budget to "dead zones". This occurs when brands rely on a Revenue Illusion—inflated platform data that masks high retargeting loops and starved top-of-funnel (TOF) growth. Quantifying this internal expense is the first step toward building a true Attribution Operating System.
