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 ...

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 — ...

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion. Surprisingly, within the B2B sector, the average customer ...

The quest for effective advertising led John Wanamaker to ponder the challenges of attributing success to marketing efforts, paving the way for Attribution Modeling. In the 1950s, Marketing Mix Models ...

A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing ...

Within the prospective customer journey, I find that one of the biggest challenges and hardest concepts to grasp for today’s marketers is attribution modeling. With the numerous online and offline ...

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 ...

Editor’s note: Christian Henschel is the CTO and co-founder of adjust, a mobile app attribution and analytics company. Cookies are the base tracking mechanism for most companies running online ...