This chart compares incremental conversions with attributed conversions. It highlights gaps between true impact and reported performance. Some channels appear undervalued in attribution models. Others are overcredited based on last-touch bias.
Incrementality reveals actual contribution to growth.

Essential Statistics

• Organic search drives 18 percent incremental lift but only 10 percent attributed conversions.
• Paid search shows 21 percent incremental lift versus 29 percent attributed.
• Organic social generates 13 percent lift but only 3 percent attributed.
• Paid social produces 17 percent lift and 24 percent attributed conversions.
• Organic social is undervalued by 10 percentage points.
• Paid search is over-attributed by 8 percentage points.

Key Takeaways

• Attribution models often misrepresent true channel impact.
• Organic channels are frequently undervalued.
• Paid channels can appear more effective than they are.
• Incrementality provides a clearer view of performance.
• Relying only on attribution leads to poor budget allocation.
• Balancing both metrics improves decision-making.

Actionable Insights

• Run incrementality tests on key channels. Attribution alone misses true impact, so validate performance using controlled experiments.
• Reallocate budget toward undervalued channels. Organic social shows strong lift but low attribution, making it a hidden growth driver.
• Reduce reliance on last-touch attribution. Overcrediting paid channels can lead to overspending, so diversify measurement models.
• Compare lift versus attribution regularly. This helps identify gaps and adjust strategy before wasting budget.
• Invest more in organic search. The data shows higher incremental impact than reported, making it a strong long-term channel.
• Use attribution as directional, not definitive. Combine it with incrementality to get a more accurate picture of performance.

Attribution tells you what got credit. Incrementality tells you what actually worked. You need both to make smart decisions. – Neil Patel