Tag: Attribution

February 8, 2021 by Michael Sweeney

The release of ITP 1.0 in September 2017 introduced a number of privacy-centric features that had an immediate and negative impact on behavioral ad targeting, frequency capping, measurement, and attribution.

December 1, 2020 by Michael Sweeney, Johanna Álvarez

Is attribution modeling really coming to an end with the death of third-party cookies?

November 10, 2020 by Michael Sweeney, Johanna Álvarez

Attribution modeling has no future. That’s one of the thoughts people had when Google Chrome announced its plans to shut off support for third-party cookies. The reasoning behind statements like this is pretty simple and it all has to do with the way attribution modeling platforms collect the data.

December 1, 2020 by Michael Sweeney, Johanna Álvarez

Many things have been said since Google announced it plans to shut off support for third-party cookies by 2022, from “cookies are dead” to “attribution modeling has no future”. Well, in part one of our three-part blog post series, we aim to shed some light on this topic and look at the role third-party cookies […]

November 25, 2020 by Michael Sweeney

As an online marketer, how do you attribute conversions and assign credit to the different channels in your conversion paths? Do you use the obsolete last-click attribution model? Or the equally flawed first-click attribution model? Attribution is hard enough without using the over-simplistic attribution models that currently exist. But imagine if instead of using an […]

November 27, 2020 by Michael Sweeney

The role of an online marketer is not just to launch campaigns, it’s also to find out which channels are working the best and which ones aren’t so as to optimize budgets and drive more conversions. And while the concept of attribution is quite simple – identify which events and touch points contributed most to […]

November 10, 2020 by Marek Juszczyński

The end goal of any business – be it an online and/or offline business – is to make money and increase profits over time. And while there are many factors that determine the business’ ability to do this, the most influential part of it is often the work of marketers. Marketers are responsible for getting […]

November 10, 2020 by Marek Juszczyński

One of the most recent and primary challenges in the online marketing world can be described with a single word – attribution. Online marketing and web analytics have become so complex since the concept of attribution was introduced that not only is this a huge challenge for marketers who have to update their skills and […]

October 28, 2020 by Ian Simpson

Marketers have a problem with mobile – or more precisely, with mobile shoppers. And the problem is this: nearly two-thirds of the purchases that people make based on a mobile search take place offline. That means a whole lot of us like to search for goods and services on our smartphone or tablet and then […]

February 22, 2023 by Maciej Zawadziński

Over the past few years, marketers have become crazy about multi-channel attribution models. These models help them understand the kind of impact each online marketing channel (social, display, paid search traffic etc.) has on online sales, how effective campaigns are, and how the channels interact with each other. They also help attribute revenue to each […]