Google Analytics drops four attribution models and adds custom metric combinations. Google Analytics is removing four attribution models in October 2023. A new "calculated metrics" feature will allow ...

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

To help B2B marketers gain a more reliable understanding of advertising responses, LinkedIn is updating its advertising attribution models with a new hybrid attribution methodology that the ...

Instead of relying on user paths or platform-based credit, causal approaches use experiments and incrementality models to determine whether a specific action genuinely affected an outcome.