Thanks for your comment!
Re: FB pixel tracking — I agree, that’s important. I don’t typically think of ad tech specifically as analytics, although it’s certainly related. If you want good FB data it’s obviously important to install the pixel, although once you build out your own attribution model I would definitely throw Facebook’s attribution data away. That’s not until later though, and it certainly doesn’t replace the lookalike use case.
Re: attribution — we use Snowplow Analytics as our web analytics tool, and then we build all marketing attribution custom, either in SQL or in Python, depending on the particular needs. The most important thing is having access to the raw data in your data warehouse, and that’s where Snowplow comes in. You can apply whatever algorithm you want at that point.
Hope that helps!