In today’s complex environment, even fairly simple purchases can span several channels and campaigns. Given the complexity, it can be difficult to track and understand which channels are making an impact.

For answers, more marketers are using attribution modeling. However, accurate attribution remains elusive without proper guidance. In this playbook, learn how an impartial attribution solution provides important insight into the full funnel of a customer's journey. This playbook highlights:

• The struggle with accurate attribution
• How to set up your key conversion points
• How to integrate external data
• The importance of conducting conversion analysis

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