Attribution modeling Articles — Atticus Li

Atticus Li

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Attribution modeling

Articles exploring attribution modeling through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

mobile conversion Mar 28, 2026 7 min read

Mobile Conversion Gaps: Why the Same User Converts Differently on Desktop vs. Phone

Cross-device behavior analysis reveals that the mobile conversion gap is driven by cognitive load differences, the research-on-mobile-buy-on-desktop pattern, and attribution models that misallocate credit.

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Mobile Conversion Gaps: Why the Same User Converts Differently on Desktop vs. Phone

attribution modeling Mar 28, 2026 8 min read

Attribution Models Are Broken: Why Last-Click Is Lying to You and Multi-Touch Isn't Much Better

The fundamental measurement problem in digital marketing and why all models are wrong but some are useful. An exploration of attribution through the lens of behavioral economics and epistemology.

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Attribution Models Are Broken: Why Last-Click Is Lying to You and Multi-Touch Isn't Much Better

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