Guides to marketing attribution models, multi-touch attribution, and measuring campaign effectiveness.
Every SaaS marketing team I’ve worked with over the past decade has built their strategy around the same model: a...
Last year, I helped a B2B SaaS company discover that 40% of the conversions their paid search campaigns were “driving”...
Most B2B SaaS marketers are calculating ROI wrong. They plug numbers into the standard formula, get a result, and make...
Every SaaS marketing team I’ve worked with has the same problem: too many dashboards, too many metrics, and not enough...
Traditional attribution breaks down completely in B2B SaaS. When five people from the same company interact with your marketing across...
“Should we use marketing mix modeling or multi-touch attribution?” This question comes up in nearly every conversation I have with...
In 2021, Google made data-driven attribution the default model in Google Ads. In 2023, they pushed it to GA4. And...
Should you credit the marketing channel that introduced a customer to your brand? Or the one that finally got them...
If you’re still giving all conversion credit to the last ad a customer clicked, you’re flying blind. I’ve implemented attribution...