Replication package for "Half of the Truth: Attribution Undercounting and the Channel-Dependent Decision Cost of ROAS-Based Ad Discontinuation in Fashion DTC E-Commerce"

Replication package for the paper "Half of the Truth: Attribution Undercounting and the Channel-Dependent Decision Cost of ROAS-Based Ad Discontinuation in Fashion DTC E-Commerce." This package contains the full analysis code and the de-identified, aggregated datasets required to reproduce every reported figure and table. Corresponding author: Sanghyun Kim ([e-mail]).