Author
Cameron Horton
Articles by Cameron Horton on attribution, marketing analytics, and data-driven growth.
All posts by Cameron Horton
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The Complete Guide to Building a Custom Attribution Dashboard
Learn how to build a custom marketing attribution dashboard that reveals true ROI, unifies data, and drives smarter,…
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A Complete Guide to Closed Loop Attribution
Learn how closed loop attribution connects marketing to revenue—and how Attribution’s platform makes it easy to track,…
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The Definitive Guide to Measuring and Optimizing Google Ads ROAS and ROI
Learn how to accurately measure and improve Google Ads ROAS and ROI—plus how Attribution connects spend to real revenue…
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Attribution Named Twilio Segment’s Go-To Partner for Marketing Auditability: A New Era of Revenue Visibility Begins at SIGNAL 2025
At SIGNAL 2025, Twilio Segment named Attribution one of only two Preferred Partners—marking a new era where growth…
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Inbound Marketing ROI: How to Measure and Optimize Your Inbound Marketing Success
Track inbound marketing ROI, connect marketing to revenue, and optimize performance with attribution tools and clear,…
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What the Attribution Smackdown Revealed About the Future of Growth: 10 Takeaways That Are Redefining MTA
Attribution Smackdown at SIGNAL 2025 pulled back the curtain on one of marketing’s biggest questions: What really…
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6 Best Funnel.io Alternatives For Marketers
Looking for Funnel.io alternatives? Explore tools that solve data reliability, onboarding, and attribution challenges.
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How Rocket Lawyer Unlocked Full-Funnel Visibility at SIGNAL 2025: Multi-Touch Attribution (Done Right) Unlocks What’s Really Happening in Your Growth Funnel
At SIGNAL 2025, leaders from The Attribution Platform and Rocket Lawyer revealed how combining Twilio Segment with…
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Facebook Ads ROI: How to Measure, Analyze, and Optimize Your Campaigns
A detailed walkthrough of how to accurately assess the ROI of your Facebook Ads and optimize your campaigns.
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Best E-Commerce Analytics Tools For Your Store: A Complete Guide
A complete guide to the best E-Commerce analytics tools you should consider for your store (and tips for choosing the…
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How To Audit And Optimize Your Customer Acquisition Funnel: An Advanced Guide
Learn how to audit and optimize your customer acquisition funnel with tips on choosing KPIs, funnel mapping, and…
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GA4 Alternatives: 6 Powerful Solutions For Deeper Attribution Insights
Discover 6 powerful GA4 alternatives for better marketing attribution and analytics. Compare features, pricing, and…
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Mobile Attribution: A Comprehensive Guide for Maximizing App ROI
Learn mobile attribution essentials to maximize your app ROI, such as tracking methods, challenges and solutions, and…
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6 Best Practices for Account Based Attribution
Learn how to build a reliable account-based attribution strategy that reflects real B2B buying behavior and proves…
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Probabilistic vs. Deterministic Attribution: A Comprehensive Guide
Learn how deterministic vs. probabilistic attribution affects marketing accuracy, spend, and ROI.
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How to Set Up Google Analytics Conversion Tracking in GA4
Learn how to set up GA4 conversion tracking, avoid common pitfalls, and optimize marketing performance for your…
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What is Multi-Touch Attribution? + How to Choose the Right Model
Learn what multi-touch attribution modeling is, different types of models, and what you need to know before…
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GCLID: The Definitive Guide for Advanced Tracking and Multi-Touch Attribution
Learn how GCLID works, how to set it up correctly, and how to use it for accurate attribution across your entire…
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Offline Conversions: A Guide for Holistic Campaign Measurement
Learn how to track offline conversions in Google Ads and beyond. Bridge online and offline data, automate uploads, and…
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Mastering PPC Reporting: Metrics, Tools, and Strategies for Marketers
Master PPC reporting with essential metrics, tools, and strategies for tracking performance across channels and…
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The Best SaaS Analytics Tools for Every Use Case: A Comprehensive Guide
A comprehensive guide to building the perfect SaaS analytics stack, from attribution and customer success tools to…
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How to Map and Track the SaaS Customer Journey
Accurate SaaS customer journey tracking starts with unified, auditable data. We show you how to do that.
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Conversion APIs: A Guide to Server-Side and Post-Cookie Tracking
Discover how to set up Conversion APIs, improve data accuracy, ensure privacy compliance, and optimize attribution…
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Guide to Attribution Modeling in Marketing
Learn about the different types of attribution modeling, how to choose the right model for your business, implement it…
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Mastering Attribution Windows: A Strategic Guide for Marketers
A comprehensive guide on mastering attribution window settings. Learn how attribution windows impact ROAS, retargeting…
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Strategies for Successful Cookieless Attribution
Transition to cookieless attribution step-by-step. Improve ad tracking accuracy, stay privacy-compliant, and boost…
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5 Best Shopify Analytics Tools of 2025
Build the perfect Shopify analytics stack to measure the impact of marketing campaigns.
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How to Avoid Platform-Specific Blind Spots and Start Measuring Your PPC ROI Accurately
Learn how to calculate PPC ROI, what’s considered a “good” ROI, and what companies often miss when measuring ROI of PPC…
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How Effective E-Commerce Attribution Turns Clicks to Conversions
Learn the tools, methods, and important considerations for nailing E-Commerce attribution.
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How to Set Up and Audit Google Analytics on Shopify
A comprehensive guide on setting up and troubleshooting Google Analytics on Shopify – and how you can improve your…
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6 Conversion Tracking Software Solutions to Improve Your ROI in 2025
We review the top tools for learning exactly where your conversions and revenue are coming from.
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Social Media Attribution 101: How to Track and Measure Success
Learn exactly how your social media touches are contributing to revenue and conversion.
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What’s Incrementality in Marketing?
We walk through how to do incrementality, what it does and doesn’t tell you, and how to fill in the gaps with…
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Lead Attribution: The Complete Guide to Tracking and Optimizing Lead Generation
A step-by-step guide on how to customize lead attribution to meet the specific needs of your business.
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Everything You Need to Know About the Time-Decay Attribution Model
How to customize the decay-curve to match your sales cycle and get insight into which marketing efforts are truly…
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How to Make Sense of Data-Driven Attribution in Google Analytics
True data-driven attribution requires visibility outside the Google ecosystem. We show you how to achieve that.
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The Role of Position-Based Attribution in Shaping Conversions
Position-based attribution is one of the most sophisticated out-of-the-box models provided by attribution platforms.…
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Linear Attribution: The Safest Model or the Most Misleading One?
Linear attribution treats all marketing touches equally, but the reality is: all touches aren’t created equal.
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The Case for Custom Attribution (Because No Two Marketing Funnels Work the Same)
A custom attribution model might be the answer to your problems — but only if it’s set up correctly. We’ll show you how…
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How Marketing Mix Modeling Transforms Gut Instinct into Data-Driven Strategy
Is Marketing Mix Modeling suitable for the modern digital marketing environment, or should companies look for other…
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5 Triple Whale Alternatives That Solve Its Biggest Problems
Can Triple Whale give you an accurate, auditable view of the full customer journey to understand what drives revenue?…
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How To Stop Guessing and Start Measuring Content Attribution
Users are finding and interacting with content in different ways than ever before. If your attribution methods don’t…
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Should Marketers Still Care About First-Touch Attribution?
First-touch is often the default for marketers, but it might lead you to miss what really drives revenue.
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Why Marketers Should Rethink the Fallacy of Last-Touch Attribution
Relying on last-touch attribution to understand which marketing campaigns drive revenue? You might want to rethink that.
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How Full-Funnel Attribution Connects the Dots Across Your Marketing Funnel
True full-funnel attribution is the solution to so many problems in marketing. We’ll show you how to do it right.
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What Is Multi-Channel Attribution (and Why It Matters for Marketers)
Most companies use attribution models that don’t properly take spend into account and leave them with a skewed view of…
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What is Revenue Attribution? + How to Do it Right
We walk through the common pitfalls that companies fall into when they try to attribute revenue, and the key components…
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How to Drive More Impactful Commerce Experiences with Shopify and Twilio Segment
Navigating Through Walled Gardens in Commerce Most ecommerce platforms operate as walled gardens, holding large…
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Why understanding the buyer’s journey is so important
Your marketing efforts may be measured on a specific set of outcomes, such as more marketing qualified leads, increased…
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Revolutionizing Marketing Analytics! Announcing CallRail Integration with Attribution!
In today’s fast-paced digital landscape, businesses are constantly seeking ways to gain deeper insights into their…
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Attribution Named High Performer in G2’s Spring 2024 reports for Attribution Software
We are thrilled and excited to be continually recognized by our customers! Providing world class customer service is…
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Optimize ROAS with Attribution’s enhanced integration with Segment
A seamlessly integrated marketing technology stack is indispensable to meet business goals and objectives. The crucial…
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What is Multi-Touch Attribution? + How to Choose the Right Model
Learn the different attribution models and find out which is the best one for your business.
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Top 10 trends that marketers need to pay attention to in 2022
Top 10 marketing trends for 2022 that every marketer needs to know — from attribution shifts to budget optimization…
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A Guide to Successful Affiliate Marketing, Part 2
In our last article on successful affiliate marketing we explored this important method to grow customers and sales and…
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A Guide to Successful Affiliate Marketing, Part 1
There are many ways to expand your brand’s reach and grow product sales through marketing and advertising. One method…
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Google Ads Success is Built with Great Data, Part 3
Specific tips for B2B marketers Google’s approach to advertising has been intended to simplify and streamline several…
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The Secret to Google Ads Success, Part 2
How advertisers can make the most of the platform As we’ve explored in the last article in this series, Google has been…
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The Secret to Google Ads Success, Part 1
Important changes to Google Ads since its inception In case you haven’t noticed, Google has been shifting its…
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I Have My Multi-Touch Attribution Reports, What Do I Do Next?
What would you do differently if you only had the right information within instant reach? Understanding what marketing…
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Introducing the Data Export Tool from Attribution
Attribution is proud to provide marketing insights that help our customers answer even the most complex marketing…
