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Which method provides genuinely causal evidence for a channel's contribution?

  1. A A holdout or geo experiment that switches the channel off in one region
  2. B Multi-touch attribution
  3. C First-click attribution
  4. D Survey data alone
Answer

A holdout or geo experiment that switches the channel off in one region

Turning a channel off and measuring the difference is the only approach that establishes incrementality rather than correlation.

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