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 ...

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 ...

It needs to be said: Television is under-monetized. Brand advertisers dominate traditional television, driving about $60 to $70 billion in revenue. The performance advertising sector, with its ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

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 ...

Google Analytics drops four attribution models and adds custom metric combinations. Google Analytics is removing four attribution models in October 2023. A new "calculated metrics" feature will allow ...

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 ...

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 ...

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 ...

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 ...