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.


Comments are disabled for this post.