Topic
Tag: Attribution
10 stories
A 6:1 ROAS shouldn’t write your 2027 media plan
A 6:1 search ROAS may flatter the channel but hide weak audience strategy. Here's how to plan 2027 budgets around customers, not channels.
Salesforce’s AI Agent Found 10,000 Broken Links in Hours
Salesforce CMO Erin Oles says buyers skip the old funnel. An AI agent found 10,000 broken links in hours, saving 5,000 human hours.
Falling Organic Traffic? Check Revenue Before You Panic
Zero-click search and AI Overviews are erasing top-of-funnel visits. Here's how to tell a reporting shift from a real demand problem.
Why ₹40,000 in Affiliate Sales Can Beat ₹50,000 for D2C
Last-click rules can make profitable affiliates look expensive. Here's how India's D2C teams should set windows, compare net orders and pay fairly.
TikTok Adds Attribution Source Optimization for App Campaigns
TikTok's Attribution Source Optimization lets app advertisers align campaign reporting and bidding with their chosen MMP or TikTok signal.
B2B Marketing’s Real Problem: Evidence, Not ROI
B2B teams often report campaign-level ROI, but the real gap is evidence connecting marketing influence to revenue across the full sales cycle.
Data Busts 7 AI Search Myths Marketers Still Believe
AI and traditional search are growing together, not competing. New data shows AI-driven traffic is real but massively undercounted in analytics.
Amazon says 20% of ad-driven sales arrive late
Amazon Ads says 20% of sales value appears after attribution windows close, and it wants brands to measure campaigns over a full year.
Commerce funnel collapse demands unified measurement
Social and agentic commerce compress discovery and purchase; brands must shift from siloed attribution to incrementality and purchase-data-led measurement.
A 3-Layer Framework To Finally Answer The AI ROI Question
Productivity gains are easy to show, revenue is not. A base-builder-beneficiary framework helps marketers report AI progress without overclaiming ROI.