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 ...

Radio doesn't show up in the dashboard, but it often creates the reason someone searches. Kathleen Fink on the blind spot inside performance marketing that radio sellers need to address.

Google Analytics today officially removed first click, linear, time decay, and position-based attribution models. This leaves only last click and data-driven, as Google announced would happen in April ...

Ecommerce brands that have been resisting Google’s gentle nudges toward data-driven attribution can no longer drag their feet. The tech titan has eliminated all but two attribution models: last-click ...

Google is discontinuing first click, linear, time decay, and position-based attribution models in Google Ads from mid-July 2023. The company favors its AI-powered, data-driven attribution model for ...

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 ...

If you’re still measuring sales attribution based on the last place your customer clicked before converting, you’re missing out on valuable information. Attribution has evolved, and in a brave, new, ...

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 ...