To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

Google is rolling out an update to attribution models in Google Analytics 4 (GA4) to more accurately credit paid search campaigns for driving conversions. Why it matters. The change addresses an issue ...

It was bound to happen, but this week I finally got my first pitch for a story about "multi-retailer attribution" (MRA) model. Think multi-touch attribution, but for retail media ROI. The timing ...

Instead of relying on user paths or platform-based credit, causal approaches use experiments and incrementality models to determine whether a specific action genuinely affected an outcome.

New Clicks + Deterministic Views technology uses AI to measure in-app clicks and ad views across Meta, TikTok, Snap, and more to reveal the true impact of campaigns Company secures strategic growth ...

Google posted a notice that it fixed an issue where Google Analytics, GA4, would sometimes not credit the proper conversion attribution to the paid search campaign. Google said it will update the ...

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SAN FRANCISCO--(BUSINESS WIRE)--Northbeam, the leader in marketing attribution, today launched its new Clicks + Deterministic Views attribution model, giving marketers a complete picture of how ...