Most companies optimize for the last click instead of true business growth. Learn the difference between Marketing Mix Modeling and attribution, why modern customer journeys break traditional measurement, and how executive teams should evaluate marketing ROI.

Google made two significant GA4 changes in the span of five days, and neither one had anything to do with your campaign performance. One update changed how traffic sources are grouped and reported. The other changed how consent controls determine what data GA4 can share with Google Ads. The result is that many marketers will see attribution shifts, audience changes, and reporting discrepancies even when nothing changed in the market. Here's what happened, why your numbers may

Marketing mix modeling explained by a marketing PhD: what MMM measures, how carryover and saturation work, MMM vs attribution, and when your brand needs it.