#last-click-attribution

[ follow ]
#ga4-advertising-snapshot #cross-channel-attribution #ai-driven-search #incrementality #ad-measurement
Marketing
fromMarTech
2 days ago

GA4's Advertising Snapshot shows why last-click attribution no longer fits AI-led journeys | MarTech

Last-click attribution undervalues early and mid-funnel channels as modern multimodal, multiplatform user journeys and AI-driven touchpoints reshape discovery, influence and conversion.
Marketing
fromDigiday
1 month ago

Why Meta sees incrementality as the future of measurement

Measure and optimize digital advertising for incrementality to identify true causal impact and avoid wasting spend on misleading last-click metrics.
[ Load more ]