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 ...

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 ...

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 ...

Be 100% prepared for what changes when you choose a different attribution model in Google Ads, and how switching can affect optimizations and performance. So you’re thinking about changing the ...

Editor’s note: Christian Henschel is the CTO and co-founder of adjust, a mobile app attribution and analytics company. Cookies are the base tracking mechanism for most companies running online ...

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 ...

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 ...

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 ...

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 ...