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What is multi-touch attribution?

Who closed that deal: your LinkedIn ad, or the email that came after? If you're crediting just one, you're lying to yourself.

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What is multi-touch attribution?

Who closed that deal: your LinkedIn ad, or the email that came after? If you're crediting just one, you're lying to yourself.

Why are marketing conversions unreliable?

Your dashboard says you got 100 conversions last month. Your CRM says 127. Google says 89. Who's lying? Plot twist: they all are.

What’s a “conversion window” and why does accurate measurement require “windowless” customer journey data?

What if your best-performing campaign looked like a total failure just because the sale happened eight days late?

What’s more important: conversions, or incremental conversions?

Your retargeting campaign just claimed 1,000 conversions. Congratulations — except 800 of those people were going to buy anyway. So did you actually generate 1,000 sales, or 200?