Google is rolling out an update to attribution models in Google Analytics 4 (GA4) to more accurately credit paid search campaigns for driving conversions. Why it matters. The change addresses an issue ...

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 ...

Instead of relying on user paths or platform-based credit, causal approaches use experiments and incrementality models to determine whether a specific action genuinely affected an outcome.

Google posted a notice that it fixed an issue where Google Analytics, GA4, would sometimes not credit the proper conversion attribution to the paid search campaign. Google said it will update the ...

Barbara Puszkiewicz-Cimino is a digital marketing and MarTech strategist with a passion for leveraging technology to drive business growth. Every marketer asks the same thing at some point: How do we ...

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 ...

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 ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

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 ...

Most marketing measurement models operate on a simple assumption: effects are additive. Campaign A drives 100 leads, Campaign B drives 200, so the total impact is 300. But in reality, marketing often ...