It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

Get ready for major changes in Google Ads and Analytics attribution modeling starting in May 2023. Google is removing four attribution models (first click, linear, time decay, and position-based) in ...

While adoption of marketing attribution climbed 26% between 2016 and 2017, eConsultancy reports less than a third of organizations use a defined attribution model across their marketing campaigns. So, ...

Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics.

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

Marketing measurement is having a moment. Let me clarify: Accountability has always been important for marketers, but lately there's been renewed interest—and investment—in piecing together the ...

See why last-click attribution falls short in complex B2B journeys and how multitouch attribution models provide clearer ...

As Google increases its focus on the private search experience for users, it’s also adjusting the available attribution models for advertisers. The company on Monday announced it will migrate many of ...

Ad platform over-attribution is boiling over right now for frustrated marketers. Walled garden platforms aren’t new, but server-side data plugins by Google and Meta, plus the explosion of retail media ...