Attribution News & Updates for February 2025

LinkedIn Launches Conversions API to Enhance B2B Marketing Campaign Measurement

1 days ago

LinkedIn launched its Conversions API to assist B2B marketers in demonstrating campaign effectiveness and ROI, addressing challenges in measuring long-term impact amid longer buying cycles. Many marketers must justify spending to executives monthly, with a shift towards valuing MQLs and SQLs over traditional metrics. The API connects first-party data for better targeting, resulting in improved conversions and reduced costs.

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Google Launches Meridian MMM Globally

23 days ago

Attribution

Google has launched Meridian MMM, an open-source marketing mix modeling framework for global marketers. It helps advertisers measure marketing impact and optimize budgets through privacy-safe analysis. Meridian is customizable for large-scale data analysis. Key features include assessing marketing channel impact, measuring ROI, and optimizing budgets. It uses methodologies for video measurement, performance analysis, and accuracy calibration while ensuring data privacy.

Safari Technology Preview 212 Introduces Partitioned Cookie Storage Support

25 days ago

Tracking Attribution

Safari's Technology Preview introduces support for the Partitioned flag in cookies, enhancing privacy. This feature is opt-in, meaning cookies are not automatically partitioned. Third-party cookies are blocked by default, but those with the Partitioned flag are exempt. Different browsers handle cookie partitioning differently. The partitioned storage uses a double-keying system based on the site that set the cookie and the site the user visits, limiting access to specific domain combinations.

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LinkedIn Launches Enhanced Data-Driven Attribution for Improved Marketing Insights

29 days ago

Linkedin Ads Attribution

LinkedIn has introduced an enhanced ad attribution process that combines rule-based and data-driven methods to improve marketing campaign performance and ROI. The new system integrates Multi-Touch Attribution and Marketing Mix Modeling, offering marketers better insights into the customer journey. Initial results indicate a significant increase in credit for upper and mid-funnel campaigns, with an estimated 5% lift in marketing-driven revenue.

LinkedIn Launches Guide to Advanced Revenue Attribution Report for Marketers

4 months ago

Linkedin Ads Attribution

LinkedIn's Revenue Attribution Report (RAR) helps marketers prove the value of their efforts by providing a comprehensive view of how marketing actions contribute to sales and conversions. By syncing CRM data with LinkedIn's Business Manager, RAR measures key metrics like revenue, pipeline, and ROAS. It offers insights beyond the last touchpoint, demonstrating the impact of LinkedIn marketing on sales success and guiding future strategies.

Snapchat Study Reveals Limitations of Last-Click Attribution in Modern Marketing

5 months ago

Snapchat Ads Attribution

A Snapchat report highlights the limitations of last-click attribution in modern marketing. Key findings include a shift in marketing priorities, with 70% of marketers planning to increase performance marketing. 74.5% of marketers are moving away from last-click attribution, which fails to capture the non-linear purchase path of Gen Z and Millennials. The study advocates for holistic measurement strategies and understanding younger demographics.

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Google Introduces Confidential Matching for Ads

5 months ago

Google Ads Display Ads +1 more

Google has introduced confidential matching to enhance data security and transparency in its advertising products. Using Trusted Execution Environments, it securely processes advertiser data and is now default for Customer Match data connections. This technology isolates business information during processing, preventing access even by Google, and is available at no extra cost. Google plans to extend this across more advertising solutions.

Amazon DSP Introduces Modeled Attribution for Off-Amazon Conversions

6 months ago

Amazon DSP Attribution

Amazon has expanded its modeled attribution capabilities to Amazon DSP for US advertisers, including off-Amazon conversions. Modeled and directly measured conversions are reported together, helping advertisers measure the full impact of their spend across recognized and anonymous supply. Available to managed-service and self-service advertisers in the US, the update is accessible via Amazon DSP campaign manager, reporting center, and Amazon Ads API.

GA4 Rolls Out Two New Updates to Fix (not set) Issues and Improve Attribution

7 months ago

Google Analytics Attribution

Google announced two updates for Google Analytics 4 (GA4) to reduce (not set) issues and improve conversion attribution. GA4 now requires a config command or Google tag on a web page before sending automatically collected events, addressing previous attribution problems. The second update enhances the accuracy of channel group assignments for key events, reducing misattribution to the Direct channel. These updates provide GA4 users with more precise data for better decision-making.

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