Data
How Accurate Is UTM Attribution? An Honest Audit
UTM-based attribution drops paid clicks to broken parameters and over-counts "direct." Here is the framework to fix it without ditching GA4.
2 articles
UTM-based attribution drops paid clicks to broken parameters and over-counts "direct." Here is the framework to fix it without ditching GA4.
How to audit a ZoomInfo contract against your own pipeline. The full-cost framework, the questions that decide it, and where the database still earns its keep.