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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ...

Most traditional multi-touch attribution (MTA) models continue to deliver incomplete shopper insights by focusing on digital versus multiple channels. These models often lack connectivity with client ...

Google Analytics 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. Read ...

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team. John Murphy, head of multi-channel at Bloom Worldwide, has written a new whitepaper on the ...