Which touchpoint on the B2B customer’s journey gets the credit for the conversion? Explore multi-touch attribution models with Alex Macura. Executives have always desired a “single source of truth” to ...

You’ve probably heard the news: Google Ads and Google Analytics 4 will completely retire first-click, linear, time decay, and position-based attribution models in September. Last-click and data-driven ...

There are numerous ways to measure paid search and its contributions across channels. Your PPC strategies can guide specific user behaviors, and in turn, change how you measure attribution and ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

The purchase funnel -- aka the marketing, conversion, or sales funnel -- has long been the backbone of traditional marketing programs. First introduced in 1898, it depicts the theoretical journey that ...

A client’s relationship with your firm is more complex and multilayered than ever. Chances are that before they sign a contract with you, they’ve been exposed to social media, website content, thought ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...

Using automation in your paid search campaigns? Last-click attribution might be killing your PPC performance. Here's what you can do about it. You aren’t alone. When the engines share case studies ...

It’s one thing to know how you’re doing against your metrics. But even if you’re knocking it out of the park, if you don’t know why you’re doing well, you won’t be able to replicate your success. That ...

LOS ANGELES--(BUSINESS WIRE)--Software and data platform, VideoAmp, Inc., has launched Campaign Optimizer, a cross-channel campaign optimization solution for advertisers and agencies. Following the ...