Attribution Models

Attribution

The SaaS Marketing Funnel Isn’t a Funnel — Here’s What It Actually Looks Like

Every SaaS marketing team I’ve worked with over the past decade has built their strategy around the same model: a...

Attribution

Incrementality Testing Explained: Beyond Last-Click Attribution

Last year, I helped a B2B SaaS company discover that 40% of the conversions their paid search campaigns were “driving”...

Attribution

Data-Driven Attribution: How It Works, Benefits & When to Use It

In 2021, Google made data-driven attribution the default model in Google Ads. In 2023, they pushed it to GA4. And...

Attribution

First-Touch vs Last-Touch Attribution: Which Model Should You Use? (2026)

Should you credit the marketing channel that introduced a customer to your brand? Or the one that finally got them...