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Why Attribution Transparency Becomes the Agency Retention Lever
Agencies that pair multi-touch attribution with incrementality testing gain a defensible edge, but black-box models erode client trust. Transparent methodology is now a competitive differentiator, especially as AI-driven search reshapes how clients expect to be found.
By InnovaAI ResearchPublished Updated
Why does it matter for agencies?
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62/100Agencies that pair multi-touch attribution with incrementality testing gain a defensible edge, but black-box models erode client trust. Transparent methodology is now a competitive differentiator, especially as AI-driven search reshapes how clients expect to be found.