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 ...

Each model has different credibility which makes it difficult to choose the suitable model for a specific business type and campaign. Marketing attribution is the way by which marketers decide which ...

One of the biggest sources of friction between B2B demand generation and sales teams is attribution—the process of understanding which campaigns contribute to revenue so that Marketing can optimize ...

Google will soon retire four rules-based attribution models in Google Ads and Google Analytics: Why we care. This will impact anyone who still uses these models in Google Ads. Anything that isn’t last ...