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 ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...

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 ...

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 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 ...

As the marketing mix diversifies and technology provides greater insights than ever before, attribution -- identifying a user's interactions with your brand's touchpoints to analyze their value -- is ...

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 ...

Wondering which attribution model is best for your business? Columnist Amy Bishop believes that depends on what question you're trying to answer. Attribution is important, no matter your industry or ...

Patient attribution models have gained increased importance with the advent of ACOs and other models in which organizations and clinicians are paid based on patient outcomes — but, according to the ...