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 ...

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 ...

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. The change has produced mixed reactions among ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...