Multi-touch attribution (MTA) credits multiple marketing touchpoints for a conversion, giving you accurate ROI data across your entire funnel. Learn how MTA works, why it matters, and when to use it.
Google Analytics 4 removed first-touch, linear, time-decay, and position-based attribution—keeping only last-click and data-driven. Learn why Google made this change, how their Shapley-based algorithm works, and what your alternatives are.
On January 12, 2026, Meta permanently removed 7-day and 28-day view-through attribution windows from the Ads Insights API. Some advertisers lost 30-40% of reported conversions overnight. Learn what changed, why it matters, and how to fix your measurement.