Why marketing attribution hasn’t lived up to the hype—yet

“We learned that it is essentially impossible to track users accurately across multiple channels and devices over a reasonable time. The biggest non-search recipients of digital budgets – Facebook, Instagram, YouTube and Google Display Network – represent more than 80% of spending, but their impressions can’t be tracked and mapped to one another at the user level,” writes Trevor Testwuide on why he swapped MTA for incrementality testing.

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