Biddable media is highly technology-driven.
That’s why it’s so awesome, but also why it’s so confusing at times.
To really excel in this industry, you need to know what to ignore and what to pay attention to.
This is certainly the case when it comes to attribution.
In this post, I’d like to give you a helping hand in the filtering process, based on my own company’s research into this issue.
I’m going to focus on attribution from a paid search perspective. So naturally, I’ll be talking about attribution models within Google Ads, and Google Analytics.
I’ll also consider a few independent analytics companies’ approaches to attribution, and finally the newcomer, Facebook Attribution.
I am not attempting to seriously critique any of the software referred to in this post. My aim is to provide guidance on the right questions to ask about attribution this year. – Read more