Does your business have attribution under control? Or, is your marketing ROI in a “leaky bucket,” full of holes that show a lack of understanding about your customer behavior? Having a solid ...

Marketing attribution models and tools are emerging that enable B2B marketers to tie sales to specific marketing campaigns and initiatives that contributed to revenue, experts note. And while most ...

AI shopping agents are breaking the attribution loop. Marketers must ensure AI is aware of their brand and track how that ...

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In its purest form, advertising — and specifically mobile advertising and reengagement — ...

Indeed, fellow search geeks, it’s not a matter of if your attribution model is broken, but how badly it’s broken. There simply is no such thing as a perfect model. Sure, some are better than others, ...

Attribution models have emerged as a powerful tool for helping advertisers understand which parts of their marketing efforts are driving sales. An attribution model works by assigning partial credit ...

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 ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...