Google Analytics is the default attribution tool for many (most?) small and medium sized digital marketing agencies. Most businesses have some kind of GA account set up with a few years of history and it's quick to leverage the data.
With ad and taking blocking becoming more popular all the time, there will reach a tipping point where the data is unreliable enough that ROI can no longer be proved with it. It will be interesting to see what happens then in this space.
Alternative attribution models, more insidious fingerprinting?
With ad and taking blocking becoming more popular all the time, there will reach a tipping point where the data is unreliable enough that ROI can no longer be proved with it. It will be interesting to see what happens then in this space.
Alternative attribution models, more insidious fingerprinting?