UTM vs Platform Attribution

Описание: Marketing data says one thing. Finance data says another.
Marketing and finance often speak different data languages — UTM vs. platform, clicks vs. conversions.
Sound familiar?
In this real-world discussion, Madan and Sam unpack the classic UTM vs. Platform attribution debate — how marketing and finance teams interpret performance through different lenses.
They explore why these mismatched views create tension, how incrementality reveals the true contribution of media, and how both sides can align on a single version of truth.