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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
What is marketing attribution? Models and best practices
Marketing attribution shows what drives conversions. Learn how different models work, how to choose the right one, and how to optimize your ad spend.
Why impression-based advertising will redefine search and CTV
Microsoft Ads is moving beyond clicks with impressions-based remarketing. Here’s what this shift means for channels, budgets and strategy.
Your quick guide to marketing attribution models
Still crediting only the last click? That oversimplifies your funnel. Explore better models to see what’s really working across your channels.
How customer analytics closes the gaps in performance measurement
Go beyond channel metrics. Customer analytics highlights retention, LTV and incremental demand to guide smarter marketing decisions.
4 steps to kickstart incrementality without overcomplicating it
Spot the attribution traps that distort your results, run a simple incrementality test and start investing in what truly drives growth.
How to turn marketing attribution from a black box into a growth engine
Out-of-the-box attribution models miss critical customer journey data. Here's how a full-cycle tracking approach reveals true marketing influence.
If you want better outcomes, stop relying on last-touch attribution
The wrong attribution model doesn’t just mislead. It risks your investment and clouds what really works.
If you only invest in what converts, you’re undervaluing what works
Last-touch metrics don’t tell the full story. Uncover and quantify the impact of upper-funnel marketing to drive smarter decisions.
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.
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.
URL parameters: A marketer’s guide to management and best practice
Learn the dos and don'ts of URL parameters. Leverage analytics, personalization, and authentication without sacrificing SEO.
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.
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.