Marketing attribution
MarTech is your source for marketing attribution content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
In order to optimize current campaigns, and plan future ones, marketers need to know which touchpoints are effective in driving conversions. Given the complexity of today’s customer journey across digital and non-digital channels, this is an enormous challenge. Any marketing attribution answers will have data at its core.
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Data clean rooms: What you need to know
Data clean rooms are a great solution to privacy and data sharing issues -- if you find the right one.
Why causal AI works when other forecasting models fail
Causal AI adapts in real time, learning from every shift. Here’s why it outperforms static models when the market won’t sit still.
What’s new and what’s next in GA4
Google Analytics 4 is evolving beyond web analytics into an AI-powered tool for measuring the entire customer journey and improving data quality.
What your dashboards reveal about channel performance — and what they miss
Not all high-performing channels drive results. Some just show up better in reports. Here’s how to spot the difference and optimize smarter.
Klaviyo turns AI and data loose on the challenges of multichannel marketing
Juggling channels, losing time and revenue? Klaviyo wants to fix the chaos with AI-optimized, real-time omnichannel execution.
It’s time to move on from multi-touch attribution
MTA promises precise measurement, but delivers complexity and confusion. It's time to replace it with incrementality testing and MMM.
CFOs want hard numbers, not brand vibes
Brand spend is no longer safe. Marketers must defend it with data, strategy and CFO-ready evidence — or watch it disappear.
7 vanity metrics marketers should avoid, and 7 to replace them
Forget the low-hanging fruit and reach for the numbers that tell you what's really working.
TransUnion data shows importance of good targeting for ROAS
An analysis by TransUnion shows good targeting has an exponential effect on return on ad spend.
A guide to attribution models in GA4
GA4 attribution models don’t just report results — they influence them. See how model choice impacts marketing strategy, spend and perceived ROI.
What your attribution model isn’t telling you
The best marketers don’t just track – they test, model and optimize. Learn tips for building a future-ready measurement framework.
How smarter campaign modeling and automation drive real marketing ROI
Overcome CRM limitations, fix attribution gaps and unlock true marketing ROI with smarter automation and campaign modeling.
The real reason marketing measurement keeps failing
Attribution and MMMs need to evolve. But without cleaner, more consistent data behind them, they’ll never reach their full potential.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Why don’t martech vendors provide a tool for the metric that matters?
We keep optimizing based on attribution, not impact. It’s time martech tools let us test what really drives incremental results.
How attribution masks what’s actually driving growth
Attribution tells you what happened. Incrementality tells you if it mattered. Here’s why that difference is costing you more than you think.
Why ROI is undermining B2B marketing effectiveness
Measuring ROI at the tactical level is misleading. It’s time to prove how brand investment delivers meaningful, long-term financial returns.
How smarter measurement can fix marketing’s performance trap
Marketing’s obsession with short-term wins has created a “doom loop” of diminishing returns. Here’s how to break free.
The smarter approach to marketing measurement
Fragmented data and failing attribution models? Here’s how to flip the script with smarter, privacy-first measurement.
Unlocking the power of marketing mix modeling solutions
MMM’s diverse applications — from budget to media optimization — make it a critical tool for proving and improving marketing performance.
Smarter attribution strategies to help B2B marketers prove campaign value
A new LinkedIn report highlights ways marketers can improve their tracking and optimization of results.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.
5 essential priorities for marketers in 2025
Position your brand for success in 2025 with these marketing priorities, from smarter AI adoption to better data transparency.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
Rethinking media mix modeling for today’s complex consumer journey
Evolving media trends requires integrating emerging channels into MMM for holistic marketing insights.
Measuring marketing incrementality: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Marketing attribution for social media and email campaigns.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: November 7
AI is beginning to add its power to the challenging marketing attribution space.
How AI and ML bridge the attribution disconnect across marketing channels
Close the gap in your attribution strategy. Here’s how AI can help you connect digital spend to in-store sales for better ROI.
Unlocking the full customer journey with advanced marketing measurement models
Discover why you should move beyond last-touch attribution to capture the full impact of marketing channels for better performance.
What is identity resolution and how are platforms adapting to privacy changes?
Our guide to Identity resolution, management and related privacy issues including compliance, third-party integrations and the benefits of an identity management platform.
Foursquare introduces Sales Impact attribution features
The new offering combines location and purchase insights for mobile and multichannel campaigns.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
How to measure the impact of brand marketing
Strategies to measure brand marketing ROI, including media mix models, brand lift studies and emerging metrics like share of search.
The marketing ROI problem has its roots in marketing culture
Problems demonstrating marketing ROI? Think about company performance rather than marketing performance and reconsider your metrics.
How to measure marketing’s value in the inevitable cookieless future
Tips for adapting and diversifying your marketing measurement techniques for sustained success in a cookieless future.
Marketing artificial intelligence (AI)
Using multi-touch attribution to build a brand: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: mastering multi-touch attribution.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
Why you should add predictive modeling to your marketing mix
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more.