As third-party cookies phase out, measuring marketing performance is becoming more complex. Advertisers rely on various attribution methods, each with strengths and limitations. Choosing the right one ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

It needs to be said: Television is under-monetized. Brand advertisers dominate traditional television, driving about $60 to $70 billion in revenue. The performance advertising sector, with its ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

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 ...

It was bound to happen, but this week I finally got my first pitch for a story about "multi-retailer attribution" (MRA) model. Think multi-touch attribution, but for retail media ROI. The timing ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...

New Clicks + Deterministic Views technology uses AI to measure in-app clicks and ad views across Meta, TikTok, Snap, and more to reveal the true impact of campaigns Company secures strategic growth ...

Attribution window is an ad publisher’s time limit to claim credit for user clicks/impressions for app installs/purchases. The term attribution window, aka conversion window, is the period during ...