Retail media's future depends on a shift away from siloed in-store and online metrics to a full-funnel approach that reflects how customers actually shop.

Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

For the past three decades, most of digital advertising has revolved around one obsession: performance. Marketers leaned on channels that could prove conversions: search ads, programmatic retargeting ...

In GCC, most online platforms rely on coupon websites to increase sales while they spend large sums of money across other ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...