I think overall we’re starting to move away from outdated analytics models. Before, classic models like last-click or even basic multi-touch attribution were enough, but now everything breaks, especially when you start working with multiple channels. I’m currently testing this tool https://www.causalityengine.ai/ that tracks what actually influenced the conversion. For example, if someone saw an ad on Meta, then searched on Google, then clicked an email, the service evaluates the contribution of each step instead of assigning everything to the last source. It’s not a universal tool, but it works if you’re using Shopify.

Posted by Waivio guest: @waivio_gaston-archibald