Every marketer wants the answer to one question - what's actually working? It's easy to spread budget across channels and hope. The hard part — the part that separates brands that scale from brands that guess — is knowing how each touch actually contributes to winning a customer. That's what attribution modeling is for.

Attribution models move you past surface metrics to show which marketing activities influence which parts of the customer journey. Used well, they replace guesswork with data you can allocate budget on. Used badly — or trusted blindly from a single ad platform — they can point you confidently in exactly the wrong direction. This guide covers the main model types, when each fits, and the catch that undermines all of them if you're not careful.

Topics: Wicked Reports Attribution Health multi-touch attribution ad spend optimization marketing ROI

5 min read

Apple Link Tracking Protection & Attribution guide

By Scott Desgrosseilliers on Jun 16, 2023, 12:08:08 PM

APPLE'S LINK TRACKING PROTECTION IN 2026: WHAT IT ACTUALLY DID TO ATTRIBUTION (AND WHAT TO DO NOW)

Short version - Apple has spent the last few years quietly stripping the tracking parameters that marketers rely on to know which ads work. It started with iOS 17 in 2023 and iOS 26 escalated it. If your tracking depends on click IDs, a growing share of your Safari and Apple traffic is now going dark but UTMs survive and there are concrete ways to keep your attribution accurate. Here's the real state of play and what to do about it.

Topics: Email Marketing Automatic Link Builder Facebook conversions UTM value UTM UTM values Attribution Health WBRAIDS GCLID

6 min read

Multi-Touch Attribution for Ecommerce : A Practical Guide

By Scott Desgrosseilliers on Jun 8, 2022, 10:39:00 PM

How to Use Multi-Touch Attribution for Your Ecommerce Store

If you run an ecommerce store, you already know your customers do not buy in a straight line. Someone sees a Facebook ad, forgets about it, gets an email two weeks later, clicks a Google search result a month after that, and finally buys. So which of those touches gets the credit for the sale? If you are using last-click, the answer is "only the last one," and that is exactly how ecommerce brands end up defunding the campaigns that actually drive their growth. Multi-touch attribution fixes that. Here is how it works and how to apply it to your store.

Topics: Wicked Reports Ecommerce marketing attribution ROI Linear Attribution Attribution Health multi-touch attribution

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