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Month: December 2023
Markov Chain Attribution Modeling [Complete Guide]
Markov chains, alongside Shapley value, are one of the most common methods used in algorithmic attribution modeling. This article describes…
Unwanted referral exclusions in Google Analytics you should enable
In Google Analytics you can exclude selected referring websites that distort reporting. Unlike filters, which eliminate certain visits…
Keyword match types in Google Ads (and negative keywords)
A keyword in Google Ads defines the search terms for which an ad should appear. The search term…
Impressions and CTR in Shopping and Performance Max campaigns
Google provides a precise definition of an impression. You’d think there’s nothing left to define — an impression…
Channel groupings — Attribution modeling (part 2)
One of the important stages of attribution modeling is creating channel groupings for multichannel paths tailored to your…
Attribution modeling (part 1) — Introduction
This article is an introduction to a series of publications on attribution modeling. Many things have been said…
