The fastest way to lose a budget conversation is to defend it with attribution numbers nobody believes. The essays in this category lay out the measurement architecture that actually holds up under finance scrutiny — Marketing Mix Modeling done with Meridian, GA4 setups that don't lie about their own assumptions, and the incrementality work most teams skip until it's too late.
Operating references: the Meridian MMM Hub — readiness checklist, FAQ, and the proof-layer thesis — and the GA4 Audit Hub — 8-point reality check for analytics leads cleaning up GA4 in 2026.
Google's open-source Marketing Mix Model isn't just a measurement tool. It's the confidence infrastructure that lets enterprise teams stop defending budgets with broken attribution.
Default attribution, modeled conversions, consent-mode gaps, and the specific places your data is over-crediting some channels and burying others.