I have been out of school for quite a while now, but the word “group project” still haunts me. There’s truly nothing worse than getting stuck doing all the work while everyone else coasts to get the ...

However, multi-touch attribution is a wide-ranging subject that includes many models, integrations, and strategies. Grasping the full scope of this topic is quite a challenge. This is why we’ve ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

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 ...