In its purest form, advertising — and specifically mobile advertising and reengagement — relies on one key chain of events: the presence of an advertisement (a view or impression) creating awareness ...

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 ...

Marketers still using first-click, linear, time decay and position-based attribution models across Google Ads and GA4 will be impacted by the update. Google Analytics today officially removed first ...

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 ...

LONDON--(BUSINESS WIRE)--Quantzig, a global analytics solutions provider, has announced the completion of their latest multi-channel attribution modeling study on the retail industry. A retail ...

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 ...

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. The change has produced mixed reactions among ...

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

Why we care. This will impact anyone who still uses these models in Google Ads. Anything that isn’t last-click will be much harder to track because the data-driven attribution formula is different for ...

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 ...

To squeeze the most juice out of their live sports campaigns, many marketers are adopting programmatic buying and marketing ...