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Introducing the SegmentStream MCP Server
A way for AI assistants to directly connect to SegmentStream's measurement and optimization engine — and take action through it.
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Incrementality Measurement Guide (2026)
This guide explores the methodologies behind incrementality measurement and dives into the pros and cons of the approach.
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Marketing Attribution 101 (2026 Guide)
In this article, we're digging deeper into the topic of marketing attribution: benefits, attribution models, and typical challenges.
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Identity Graph: The Foundation of Attribution
Identity graphs are the foundation for accurate marketing attribution. Discover how they connect user journeys across devices and browsers.
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Click Propagation and Attribution Accuracy
Browser switches and shared links break marketing attribution. Learn how click propagation technology restores accuracy across devices and platforms.
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What Is Conversion Maturation in Attribution?
Conversion Maturation is the hidden delay between ad clicks and reported conversions. Learn how it impacts attribution accuracy and how to fix it.
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Self-Reported Attribution in MTA Reports
SegmentStream now combines self-reported attribution with multi-touch attribution reports—unlocking a more complete picture of what drives conversions.
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The Truth About Next-Gen MMM
Next-gen MMM tools promise better results than traditional media mix models. Here's what marketers really need to know before investing.
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The Misuse of Geo-Holdout Tests
“Geo-holdout tests promise to reveal true incremental ROAS, but they often oversell precision. A practical guide for non-technical marketing leaders.”
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LTV-Based Ads Optimization Done Right
LTV-based ads optimisation is challenging but essential for DTC, SaaS, and subscription businesses. Learn how to implement it the right way.
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