Ad measurement and attribution are in crisis – but maybe that’s a good thing. “Actually, I’d even say it’s a great thing,” says Andrew Covato, founder and managing director of measurement consultancy ...

Google Analytics 4 update unifies conversion reporting across Ads and Analytics, introducing 'key events' and privacy-first measurement solutions. GA4 introduces 'key events' to replace conversions in ...

NEW YORK ? A Google executive at the 2013 MMA Forum said that marketers need to figure out how to attribute mobile value beyond mcommerce orders on their mobile site and identify additional ways their ...