Marketing attribution is the art of understanding where value truly comes from, and turning insights into impactful actions.

In today’s digital landscape, understanding how customers interact with brands is more critical than ever. The journey from awareness to conversion is rarely linear, and marketers are tasked with decoding this complex path. This is where attribution models come into…

Incrementality testing is one key methodology that has emerged to help marketers better understand the effectiveness of their campaigns. This approach not only provides insights into marketing performance but also enables brands to make data-driven decisions that enhance overall marketing…

Google Analytics 4 (GA4) represents a significant shift in how businesses and website owners track, analyze, and understand user behavior. With its advanced machine learning capabilities, cross-platform tracking, and user-centric data models, GA4 promises to provide a more comprehensive view…

Why Last-Click Attribution Is Outdated (and What to Use Instead)

Multi-Touch Attribution: A Complete Guide

What is Unified Marketing Measurement and Why It Matters

What is triangulation?

What is MMM?

What companies can benefit from Marketing Triangulation?