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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Two months in, Facebook Attribution gets mixed reviews
Some advertisers are gaining valuable insights from the tool since its release in November, but others aren't as impressed.
Marketing Day: Facebook Attribution, brand safety best practices, gender stereotypes in ads
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Marketing Day: Digitally native vertical brands, multi-touch attribution, Optimove adds new features
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
MarTech Today: Optimove adds ‘incremental’ campaign testing, assessing multi-touch attribution and why chatbots are transforming the auto industry
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: CDP Optimove adds ability to test campaign strategies Jan 25, 2019 by Barry Levine Its new Streams feature lets marketers test the incremental effect of one series of multi-channel campaigns — an […]
Assessing multi-touch attribution’s value: Is it worth the effort?
While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity.
Case Study: An in-app attribution adjustment made all the difference for one healthcare org
After employing an in-app event tracking solution, the web and app attribution problems were resolved.
Marketing Day: Amazon’s Freedive, Catalina’s attribution tracking service, more
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
MarTech Today: Catalina adds attribution, marketers react to martech spending boost and why you should get into ABM
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Catalina adds first attribution tracking service Jan 11, 2019 by Barry Levine The shopper data firm can now track the impact of digital ads on product sales and buyer behavior, down to […]
Catalina adds first attribution tracking service
The shopper data firm can now track the impact of digital ads on product sales and buyer behavior, down to UPC barcodes.
Marketing Day: Attribution modeling, getting in the ABM game, Google Partners Program
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
What is attribution modeling?
Everything you need to know about attribution, including its benefits and limitations.
MarTech Today: Location as a targeting and attribution tool, the maturing of ABM and the value of consent
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Cuebiq, Verve-HERE announcements show utility of location as targeting, attribution tool Jan 9, 2019 by Greg Sterling Cuebiq announced linear TV offline attribution; Verve and HERE are working on bringing digital […]
Cuebiq, Verve-HERE announcements show utility of location as targeting, attribution tool
Cuebiq announced linear TV offline attribution; Verve and HERE are working on bringing digital OOH to in-car infotainment systems.
MarTech Today: Videolicious’ new platform, Amazon adopts MRC standard for attribution and more
Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: The MarTech Minute: Ex-Spotify exec named Freshly CMO, Videolicious’ new platform, more Jan 4, 2019 by Robin Kurzer The martech week in review: News and announcements in marketing technology this week that […]
Amazon adopts MRC viewability standard for conversion attribution
View-through conversions are now attributed to viewable impressions only.
Claritas buys Barometric, marrying user segmentation with attribution
Together, the companies say they will be able to offer targeting and optimization for ads.
MarTech Today: PureCars’ new attribution platform, ad associations defend US data privacy framework & Amazon owns smart speaker market
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: PureCars launches an attribution platform just for car dealerships Nov 16, 2018 by Barry Levine The auto dealer-focused online marketing platform says this new solution is the first to solve dealers’ […]
PureCars launches an attribution platform just for car dealerships
The auto dealer-focused online marketing platform says this new solution is the first to solve dealers' unique problem of attribution.
Unlock multi-touch attribution with CRM campaign tracking
If you’re using a CRM to house leads then you likely have the campaign tracking tools for middle funnel activity even if you have an offline transaction point.
Marketing Day: Facebook Attribution, WhatsApp ads, measuring engagement
Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Facebook Attribution deep dive: Democratizing attribution for digital marketers
Facebook has put aside any platform bias and now there is a way to compare performance across platforms.
MarTech Today: Attribution for understanding, content for personalization & Apple will praise GDPR
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Better together — Using attribution approaches for understanding, not for credit Oct 24, 2018 by John Steinert Don’t get locked into attribution concepts that hurt, rather than help, your efforts to […]
Better together — Using attribution approaches for understanding, not for credit
Don't get locked into attribution concepts that hurt, rather than help, your efforts to achieve business goals.
MarTech Today: Oracle launches a ‘CDP-plus,’ implementing full-scale cross-channel attribution & more
Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web. From MarTech Today: Oracle launches a ‘CDP-plus’ for its clouds Oct 22, 2018 by Barry Levine Called CX Unity, it provides the first single customer profile across the company’s platforms, plus adds intelligence for […]
Implementing full-scale cross-channel attribution for enterprise companies
Attribution: it's worth the trouble. Here are your options and everything you should consider when making this big decision.
Facebook Attribution now available to all advertisers
The attribution solution was in beta for more than a year.