Any single attribution model will fail in modern marketing. What matters is designing attribution that is resilient, ...

One of the biggest challenges in marketing is quantifying the influence of each customer touch point. Even marketing teams that can map the entire customer journey have trouble identifying the exact ...

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 ...

Attribution has been the holy grail for advertisers since the beginning of time, especially for media platforms that typically sit further away from the conversion and play a role in branding (i.e., ...