Google is moving quickly to a future of data modeling. Here's how paid search marketers need to approach the analytics shift. There’s a lot going on in the world of Google Analytics 4 right now, as ...

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 ...

Conversion is usually preceded by several interactions with a website or an app. Attribution determines the role of each touchpoint in driving conversions and assigns credit for sales to interactions ...

Earlier this year, I had the privilege of serving on the organizing committee for the DataTune conference in my hometown of Nashville, Tenn. Unlike many database-specific or platform-specific ...