Its simplicity and impact at the bottom-of-funnel (BoF) have made it a reliable conversion driver. However, in today’s complex, multichannel landscape, click-based metrics paint a misleading picture ...

We believe that brand lift – a set of metrics including awareness, consideration, preference and action intent – is a key measurement for any digital advertiser looking ... these different stages in ...

By embracing a more nuanced approach to marketing attribution, brands can ensure they drive immediate sales and cultivate lasting relationships with their consumers.