Case Studies Box

IAB attribution hub . In this article, Interactive Advertising Bureau (IAB) explains the benefits of multi-channel attribution as “ measuring which aspects of digital media campaigns are contributing most to campaign performance.”   It also provides a checklist on implementing ad campaign attribution for multi-channel, multi-touch business. [read article here]

Facebook attribution . Facebook attributes ad spend based on actions taken by users on its platform.  This guide is used to understand how these customer actions are reported on its platform. [read article here]

Google  The Last click model of ad revenue is the most widely used attribution model for advertisers.   In practice, it may skew ad spend towards channels in the lower part of the sales funnel.   This article from Ad Age explains the limitation of Last Click and plans Google has for…