Many marketers already know that flaws exist in ad measurement attribution models, but a recent study from Kenshoo identifies up to 30% more value in Facebook campaigns than what is typically reported ...

We've created attribution models that are precise, detailed and divorced from reality. They measure the measurable and call ...

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 ...

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 ...

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 ...

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 ...