What impact is Safari ITP having on marketing attribution?
In early 2019, there was alarm about the potential impact of Safari’s Intelligent Tracking Prevention (ITP) on marketing analytics, including Google Analytics.
"56% of companies globally say cost of conversion is the most important metric for measuring marketing attribution"
Browse and export thousands of charts, statistics and market data like this, in the Internet Statistics Database. Constantly updated to reflect the latest findings.
How to get the best out of Google and Facebook’s free attribution services
Should we be excited about Facebook Attribution? I certainly think so.
The growing conflict between privacy and attribution threatens marketers
Companies now spend over $100bn on digital advertising in the US alone and not surprisingly, they want to know whether or not that money is being spent well. Unfortunately, despite the fact that digital channels are theoretically the most trackable, attribution remains a significant challenge for many marketers.
Influencer marketing measurement needs to become more strategic
If 2018 was a turning point for influencer marketing (with the ASA signalling a crackdown on bad behaviour), 2019 looks to be the year that the industry makes real progress.
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How ecommerce marketers can get started with attribution
For ecommerce businesses seeking a way to understand your customers’ digital paths to conversion beyond the last click, it’s a challenging time.
Six tips for influencer marketing success
Brands have embraced influencer marketing and are now collectively spending billions of dollars a year on influencer marketing campaigns.
But despite the spend, many brands aren’t realizing influencer marketing’s full potential.
Measuring Digital Marketing Effectiveness Best Practice Guide
1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]
A Short Guide to Maximising the ROI of Digital Marketing
1. Introduction The size of investment that brands make in digital marketing programmes mean that it is extremely important to understand the impact that spend is having. Yet there remains little industry consensus on the best way to achieve an accurate, quantified view on the contribution that a marketing strategy has had on revenue and […]
The State of Marketing Attribution 2017
1. Foreword by AdRoll When surveying the levers that marketers can pull to improve their businesses, there is one lever that keeps squeaking and getting stuck year after year. Unfortunately, that lever is crucial to improving everything else in the marketing machine. We’re speaking, of course, about attribution. In the age of data, where we’re […]