Cross-channel PPC attribution for agencies (without a data team)

1. Why platform ROAS numbers don't reconcile
2. The four attribution models that actually matter
3. Picking the right model per client type
4. How to defend attribution choices in client QBRs
5. When to use MMM (and when not to)
6. Tools and workflows that make this sustainable

Full article publishing soon. In the meantime, this outline represents the shape of the piece, the argument, the sequence, and the deliverable at each section.