Google: The path to better marketIng measurement: analytics and attribution

Think with Google discuss how site analytics and marketing attribution can complement each other to help you understand your customers as well as discussing four questions to ask yourself whilst planning your attribution strategy. 

Analytics help you understand your customers' experience. Attribution informs your marketing mix.

For brands with multiple digital and offline marketing channels as well as cross-device campaigns and purchase paths, it's not about choosing one capability over the other; it's about both working together.

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