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, ...

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 ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...

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 ...