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 ...

Vibhor Kapoor is the President of AdRoll, a marketing and advertising platform that helps business-to-consumer brands grow their businesses. Third-party cookies have long been used by advertisers to ...

Analytics solutions and digital ad providers are looking for ways to help marketers get a better sense of customer engagement. The one aspect about history is that technology will always change, ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became 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.

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 ...