#Attribution

4 posts are listed under this tag.

• Sep 14, 2026 · 4 min readAnalytics

  What Are MMM and Incrementality Testing? A Triangulation Approach for Brands That Outgrew Attribution

  This guide compares attribution, incrementality testing, and marketing mix modeling, explains the setup requirements for Google Conversion Lift and geo experiments, and shows how mid-size brands can combine the three into a practical measurement cadence.

• Sep 14, 2026 · 5 min readAnalytics

  What Are UTM Parameters? A Naming Taxonomy That Keeps GA4 Channels Clean

  This guide maps UTM parameters to GA4 dimensions, explains the pattern-matching rules behind GA4's default channel group, and outlines a naming taxonomy and governance process for teams tagging links across many channels.

• Aug 17, 2026 · 2 min readNews

  GA4 Conversion Windows Are Now Fully Customizable

  This guide covers how GA4's EVC window moved from a fixed 3 days to a 1-30 day custom range, how the CTC window moved from six preset values to a 1-90 day custom range, and where this setting lives in the Advertising menu.

• Jul 17, 2026 · 5 min readDigital Advertising

  What Is an Attribution Model? Last-Click vs. Data-Driven

  This beginner's article explains attribution models, which determine which ad interaction gets credit for a conversion, and notes that Google Ads now only supports two models.