Within the prospective customer journey, I find that one of the biggest challenges and hardest concepts to grasp for today’s marketers is attribution modeling. With the numerous online and offline ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

As the marketing mix diversifies and technology provides greater insights than ever before, attribution -- identifying a user's interactions with your brand's touchpoints to analyze their value -- is ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

Advanced attribution frameworks become more important as the advertising industry moves into channels that do not have the ability to click on media -- at least for now -- such as connected television ...

A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing ...

“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Ronald Paul, CEO at Quisma, a European ...

Editor’s note: Christian Henschel is the CTO and co-founder of adjust, a mobile app attribution and analytics company. Cookies are the base tracking mechanism for most companies running online ...