The difficulty in measuring complex journeys keeps last-click and multi-touch attribution in debate, but can either model be enough alone?...

So, you’ve thought about using last-click attribution to measure the effectiveness of your marketing, but is using last-click the most accurate way to see where conversions are coming from?

First-click attribution is a valuable attribution model to consider when looking at crediting your marketing channels for closed sales. We walk you through what it is, how it works and how other models could suit you better. 

Learn why Meta attribution falls short and how first-party data, MMM, and incrementality testing give a clearer view of marketing...

We explore how ad attribution is evolving across Google Ads, Meta, and TikTok, and how first-party data helps marketers navigate...

Marketing attribution is a must for any marketer. Read our ultimate guide to attribution and learn more about what it is, how it works, and which attribution model is best for you.

Get the details on Google Attribution, tips for comparing models, and reasons it might be giving you an incomplete picture....

With the fall of third-party cookies, marketers need to pivot and start collecting first-party data so they can continue to...

Multi-touch attribution is crucial for modern marketing teams. There are multiple types of attribution models you can use, and the best one will depend on your unique situation and use case. In this guide, we discuss what multi-touch attribution is, the key benefits, and how you can overcome the challenges associated with it.

Wondering about the future of third-party cookies? We share all you need to know on cookies, plus how best to prepare for the phase-out of 3rd party cookies

The debate around deterministic vs. probabilistic modelling is ongoing, but their combined use offers a more effective approach. The marketing...

Dive deeper into probabilistic attribution and its role in shaping the future of marketing measurement. Marketing measurement is facing a...

Leverage view-through attribution for a comprehensive picture of what is and isn’t working. Measuring the impact of ads and brand...

Use impression attribution to measure the impact of your marketing and its contribution to revenue. As the third-party cookie crumbles,...

Understanding your B2B customer journey could help you optimise your budget, drive more results and better understand your customers.  91%...