Who Actually Caused the Booking?

A traveler daydreams for six weeks but books during a seven-day attribution window. Last-click models hand the final search the entire booking, punishing the upper-funnel spend that fills your future pipeline.

Without causal measurement, you are flying blind on your most important economic question: is your marketing generating incremental direct bookings, or just re-routing bookings that would have happened anyway on an OTA?

Price and available inventory move constantly in response to demand. If price is not in your model, you are measuring marketing and pricing tangled together, often crediting marketing for revenue management’s behavior.