Blog category
Marketing attribution
Which channel, campaign and ad actually brought the customer, and how much each one paid back.
Marketing attribution
Marketing attribution4 min read
First, last, linear, position, time decay: what each attribution model answers
No attribution model is right or wrong — only suited or not to the question you're asking. One set of customer journeys, five models, five different answers about who gets the credit.
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Marketing attribution4 min read
A UTM naming convention your whole team will follow
Three rows called facebook, Facebook and fb aren't a tool problem, they're a naming problem. Five rules and one sheet that make everyone's links come out the same.
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