Articles
Incrementality Measurement Guide (2026)
This guide explores the methodologies behind incrementality measurement and dives into the pros and cons of the approach.
Marketing Attribution 101 (2026 Guide)
In this article, we're digging deeper into the topic of marketing attribution: benefits, attribution models, and typical challenges.
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.
Click Propagation and Attribution Accuracy
Browser switches and shared links break marketing attribution. Learn how click propagation technology restores accuracy across devices and platforms.
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.
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.
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.”
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.
Synthetic Conversions for Upper-Funnel Wins
“Learn how synthetic conversions help ad platforms optimise upper-funnel campaigns by turning engaged website visits into conversion signals.”
The Fall of MTA & MMM: AI Visit Scoring
MTA, MMM, and incrementality tests fall short for modern measurement. See how AI Visit Scoring with incrementality calibration works.
Debunking MMM Myths: A Waste of Money?
Marketing Mix Modeling doesn't work for 99% of online businesses. Learn why MMM fails most companies and what measurement approach actually works.
Why to Avoid Target ROAS Bidding
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.
Why Geo-Lift Testing Falls Short
Geo-lift testing promises unbiased incrementality measurement, but it hides subtle pitfalls. Learn why it falls short and what works better.
Brand Awareness = Low-Quality Targeting?
Brand awareness campaigns sound impressive but often target low-quality audiences. Learn why this common strategy wastes your ad budget.
How to Validate Your Attribution Model?
A step-by-step methodology to find and validate the best attribution model for your business and maximise marketing mix revenue.
Debunking Post-View Attribution
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.
Marketing Attribution Trends (2025)
Cookie limitations and tracking restrictions are reshaping marketing measurement. Review the top 6 marketing attribution trends.
Predictive vs Data-Driven marketing attribution
Why traditional models are fading and how predictive methods are taking the lead in marketing attribution.
Future of Marketing Attribution: AI's Role
Cookie restrictions and tracking regulations break traditional attribution. See how AI-driven marketing attribution changes the game.
Marketing Attribution Challenges & Solutions
Learn about the top 3 challenges modern marketers face in marketing attribution due to tracking restrictions and how to overcome them..
How Ad Platforms Use Machine Learning
How machine learning works inside Google Ads, Meta Ads, and other ad platforms — and what it means for your campaign performance.
Performance Max & Advantage+ Campaigns Guide
A practical guide to Performance Max and Advantage+ Shopping campaigns — how machine learning optimises ad performance and spend efficiency.
Why Upper-Funnel Ads Get No Credit in Analytics
Upper-funnel campaigns are undervalued by outdated attribution models. Learn how to fix this and optimise your marketing mix.
Solving (direct)/(none) with Machine Learning
Cross-device and private browsing break marketing attribution. See how machine learning solves the direct/none traffic problem.