I've seen beautifully instrumented dashboards that were wrong in every meaningful way.

Attribution isn't just math. It's philosophy. It reflects your belief in cause and effect, in what signal to trust, and when to ignore it.

When I hand off analytics to someone else, I lose that thread. Not because they lack skill, but because they lack context. Context builds intuition, and intuition is what lets you know when the numbers are lying.

I've written my own attribution models from scratch more times than I can count. Not because the commercial tools were broken. But because they couldn't see what I saw.

Causality isn't a SaaS feature. It's a point of view.