Marketing Attribution: Models, Limits & Practical Use
Marketing attribution assigns credit for a conversion to one or more marketing touchpoints.
Attribution Models Explained: First, Last, Linear & More
Common attribution models include first-click, last-click, linear, position-based and time-decay. Each answers a different question about the customer journey.
Multi-Touch Attribution: When It Helps and Where It Breaks
Multi-touch attribution distributes conversion credit across multiple interactions rather than awarding everything to one click.
Attribution vs Incrementality: Different Questions, Different Answers
Attribution asks which observed touchpoints receive credit for a conversion. Incrementality asks whether the marketing activity caused additional conversions that would not otherwise have happened.
Attribution Windows Explained
An attribution window is the period after an interaction during which a later conversion may receive credit.
Meta/Facebook Ads Attribution: Why Numbers Differ
Meta Ads reporting and your independent analytics can disagree because they may use different attribution windows, identity signals, event delivery methods, time zones and deduplication rules.
Google Ads Attribution: Models, Windows & Reconciliation
Google Ads can assign conversions according to its own configured conversion actions, attribution settings and available ad interactions.
Conversion Lag & Velocity: How Long Should You Wait?
Conversion lag is the time between an acquisition interaction and the eventual conversion. Ignoring it can make new campaigns look worse than they are.
Customer Lifetime Value Tracking by Campaign
Customer lifetime value tracking connects the acquisition source to revenue generated after the first purchase.