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Dictionary by pitch.dog
Attribution, incrementality & effectiveness · Working

Linear attribution

Also called: equal-credit attribution

ELI5

Attribution distributing equal credit across eligible interactions.

Used in conversation

“The number is useful only if everyone calculates linear attribution the same way.”

Pitch context

You will see “Linear attribution” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.

Why it matters: It helps a reader interpret attribution, incrementality & effectiveness without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Direct term-level sources and supporting source families.