Attribution analytics can be frustrating. Different tools often present wild deviations in conversion, revenue, and attribution reporting. But this isn’t always problematic. In fact, different attribution models can be a benefit — if you know how to use them. — The Problem eCommerce Marketers want to understand the return on their brand’s investment in paid ads, social media, search optimization, email marketing, and other channels. They want robust analytics, so that they can optimize campaigns within a single channel — and prioritize spend between channels.
