Articles

Marketing Mix Modeling doesn't work for 99% of online businesses. Learn why MMM fails most companies and what measurement approach actually works.

Relying on Average ROAS and CPA can burn your ad budget. Learn why Target ROAS and Target CPA bidding strategies often do more harm than good.

Geo-lift testing promises unbiased incrementality measurement, but it hides subtle pitfalls. Learn why it falls short and what works better.

Brand awareness campaigns sound impressive but often target low-quality audiences. Learn why this common strategy wastes your ad budget.

A step-by-step methodology to find and validate the best attribution model for your business and maximise marketing mix revenue.

Post-view attribution claims to measure the silent influence of display ads. Here's why it's misleading and what smart marketers should use instead.

Cookie limitations and tracking restrictions are reshaping marketing measurement. Review the top 6 marketing attribution trends.

Why traditional models are fading and how predictive methods are taking the lead in marketing attribution.

Cookie restrictions and tracking regulations break traditional attribution. See how AI-driven marketing attribution changes the game.

Learn about the top 3 challenges modern marketers face in marketing attribution due to tracking restrictions and how to overcome them..