Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Search engine giant Google recently announced a move away from its decade-old universal ...

Just under a decade ago, the marketing industry faced a big problem: If attribution is such an essential metric to gauging success, then why don’t marketers have tools to measure it accurately across ...

Marketing attribution can be a little intimidating. Should you rely on first, last, or multi-touch attribution? How do you measure across multiple channels? How should you weigh your attribution model ...

Multi-channel marketing is growing, as well it might given the number of new channels and tools, judging by Multi-Channel Marketing Trends 2024, a study by Ascend2. And brands are getting better at it ...

Third-party tools have always been valuable in B2B PPC, but in 2025, they’re essential. With third-party cookies fading, cross-channel attribution still a mess, and competitors constantly pivoting, ...

Help a user along every touchpoint of the customer journey by understanding multitouch attribution models and analyzing the data in GA4. The customer journey involves multiple interactions between the ...

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 ...

Multichannel attribution has become an integral aspect of marketing strategies in today’s digital world. As organizations strive to optimize their marketing efforts, understanding the role of ...

Digital marketing strategies that use multiple channels and layers of data offer a structured way to find, qualify, and turn high-intent leads. HOUSTON, TX, UNITED ...

Cross-channel attribution continues to be a hot topic, and while retailers and vendors alike are eager to talk about it, it seems there are still as many questions and challenges as there are answers.