(Marketing) Cannibalization is a term used to describe marketing performance that receive undue credit. for example - if an Advertiser which has 100,000 conversions per month starts a new channel which receives credit for 20,000 conversions, while the advertiser continues having only 100,000 conversions per month - it is likely and possible that the new channel is Cannibalizing performance, by gaining or claiming conversions that would have otherwise been achieved via other channels or organically. This issue often happens due to the nature of advertising attribution. Often attribution is given to an ad platform engaging with a user before the conversion point, even if that conversion was not incremental (see incrementality)