Most brands are chasing “perfect attribution.”

That’s the wrong goal.

In this episode of the Podcast, Tony sits down with Steve to break down what marketing measurement is actually for — and why accuracy with a capital-T isn’t just impossible, it’s counterproductive.

Using the “Royal Cubit” metaphor, they explain why the purpose of measurement isn’t to find universal truth, but to create a shared reality that allows teams to make confident decisions at speed. From contribution margin at the business level to ROAS targets inside ad accounts, this episode walks through how CTC connects the entire measurement stack into a single operating system.

They cover:

• Why platform numbers will never match — and why that’s okay

• How MMM and incrementality work together (not against each other)

• The hidden cost of chasing attribution precision

• How to prioritize incrementality tests that actually move revenue

• Why shared metrics matter more than “correct” ones

• What better measurement unlocks for upper-funnel and channel expansion in 2026

If you’re responsible for budget allocation, performance efficiency, or explaining results to a CFO, this episode reframes how measurement should work — and what actually matters when the goal is contribution margin, not dashboard perfection.

Show Notes:

• Head to https://www.dash.fi/
• Or book a call with our Head of Sales here: https://calendly.com/d/ct8f-w59-824/dashfi-x-common-thread-collective-intro
• Explore the PROPHIT System: http://prophitsystem.com
• The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have