Attribution allocates credit along observed paths, MMM models aggregate spend and outcomes, and lift tests compare a counterfactual. They answer related but different questions over different data.
The demo places three illustrative estimates for one channel on a common axis and highlights their spread. The goal is to investigate disagreement, not force identical numbers.
Align periods, audiences, and conversion definitions before comparing. Record uncertainty and bias for each method.
When to use
Use it before major budget changes to compare the direction of independent evidence.