In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

In today’s data-driven world, digital marketing is no longer a “nice to have”—it’s essential for business growth. But despite the wealth of data available, one of the biggest challenges I see among ...

Return on investment (ROI) is one of the most scrutinized metrics in marketing. Executives demand clear-cut numbers to justify their budgets, and marketers strive to demonstrate the effectiveness of ...