There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

Understanding which marketing campaigns generate genuine revenue is the cornerstone of an effective strategy. Yet for many ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Sonic’s new “Coke Your Way” campaign features Benny Blanco, Machine Gun Kelly and Jessie Murph to highlight drink customizations. This new portfolio school aims to fill a widening gap in training ...

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 ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marilois Snowman, CEO and founder of ...

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 ...

Attribution is a serious challenge for marketing. It always has been and will continue to be as cookies go away and privacy regulations grow stricter. There is an answer to the attribution problem, ...

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 ...