Author: Sheena Mehta

Cross-channel marketing attribution is one of those topics that every marketer says they understand, until they actually have to explain where their conversions are really coming from. This blog breaks down what cross-channel marketing attribution actually means, how different attribution models work (and where they fall short), and how to build a measurement setup that…

Multitouch Attribution gives a clearer picture of what actually drives conversions across a marketing funnel. Most customer journeys are messy. Someone might discover a brand through Instagram, come back later through a blog post, click a retargeting ad a week later, and then finally convert after searching the brand on Google. Traditional attribution models usually…

Marketing teams collect data from everywhere now. Google Ads, Meta, Shopify, HubSpot, GA4, CRM tools, spreadsheets that somehow still survive inside big companies… and most of it rarely connects cleanly. That’s really where marketing data connectors start becoming less of a “nice-to-have” and more operational infrastructure. This guide breaks down how connectors actually work, the…

Here’s a scenario that probably sounds familiar. Traffic’s decent. Ad spend is manageable. But somewhere between the first click and the actual purchase, or the signup and the paid conversion, something is bleeding. You can feel it in the numbers. You just can’t point to it. That’s what customer funnel analysis tools are actually for.…