#last-click-attribution

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#short-termism #privacy-regulation #marketing-measurement #ga4-advertising-snapshot
fromAdExchanger
2 weeks ago

Why Marketing Lost Its Long View - And How To Get It Back | AdExchanger

Marketing has an uncomfortable habit we rarely acknowledge: We're addicted to short-termism. For more than a decade, dashboards and last-click attribution have quietly dictated strategy. These tools were never built to explain how marketing drives growth; they were built to sell advertising. Somewhere along the way, we let them become the decision system for the entire profession. The cost has been significant.
Marketing
Marketing
fromMarTech
2 months 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
4 months 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.
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