Broken Tracking

Attribution is opinion, canonical conversions are fact

Ad platforms use their attribution models to tell you which campaigns contributed to conversions (leads, sales, subscriptions or whatever is most important to your business). The way they measure attributed conversions is an opinion based on the data available to the platforms. It’s subject to limitations (for example, conversions need to occur within 7 days …

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The difficulty measuring ‘dark social’ traffic and word of mouth

There’s a commonly cited Neilsen study that revealed that 92% of consumers trust referrals from family or friends more than any other type of advertising or referral. If you read that report and think “I wonder how much of my traffic comes from word of mouth”, well it’s actually not that easy to find out.  …

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Google Analytics Channel Attribution Made Us Switch Off Our Growth Engine

Nobody sits down to make a channel investment decision they hope will immediately lose millions of dollars and get them axed, but that’s what’s at risk if you’re using purely cookie-based attribution. Attribution expert Michael Taylor compares cookie based attribution to “looking under a street light for a wallet you lost on the other side …

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