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 ...

Get ready for major changes in Google Ads and Analytics attribution modeling starting in May 2023. Google is removing four attribution models (first click, linear, time decay, and position-based) in ...

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics.

Too often, B2B marketers get wrapped up in the world of click and lead volume optimization. But the reality is, the ultimate goal of all marketing should be efficiently generating revenue growth, ...

Google plans to discontinue four rules-based attribution models in Google Ads and Google Analytics, relying more on other models supported by artificial intelligence (AI). The change, effective ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

As Google increases its focus on the private search experience for users, it’s also adjusting the available attribution models for advertisers. The company on Monday announced it will migrate many of ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

When it comes to marketing strategies, nothing is more important than analyzing and measuring every campaign’s actual effectiveness, influence, and ROI. Without these measurements in place, how can ...

Many data-driven companies are assessing the performance of their digital channels holistically with marketing attribution tools and software. These tools can be extremely handy when it comes to ...