Product / Data & Methodology
For when you have to defend this number to someone else.
This page is for the person who's been burned before - bought a black-box tool, couldn't explain its output when a CFO or a client asked how it was calculated, and got overruled. That's a real professional risk, not an abstract curiosity about statistics.
What the model actually does, without turning this into a whitepaper: it estimates how much revenue each channel would have produced on its own, accounting for the fact that channels interact with each other and that returns diminish as spend increases. The output is a range, not a single false-precise number - and every input that fed it is traceable back to your own platform data.