“I think it might matter but it matters a lot more once you get bigger because a lot of the decisions at such stage are driven by MMP/lastclick which is normal... 500k plus then these are becoming more a lot more important”

Last-click MMP works early; incrementality becomes critical above $500k/month

MMP last-click attribution is a practical starting point when budgets are small. But comparing UAC vs. Meta through last-click is misleading at scale because one is a push channel and one is pull — they do not compete for the same marginal user. Above roughly $500k/month, geo-lift, hold-out, and blackout incrementality tests are needed for sound budget allocation.