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Get to know our perspective on the latest issues in digital marketing, adtech and performance measurement. And let us know your point of view.

Topics, knowledge and news from the attribution universe

The hidden driver behind every MMM

Marketing Mix Modeling has never been more accessible. Just plug your data into Robyn or Meridian, hit run, and voilà: insights galore. Or so the story goes. But here is the uncomfortable truth: accessibility does not equal accuracy.

A new era of search

Unveiling the invisible: understanding AI Assistant Traffic in Attribution

Meta Certification for MMM

Exactag is now certified partners with Meta for both Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA), we’re proud to be among Meta’s trusted few.

Optimize your Black Friday Strategy with MMM

Are you wondering if you’re making the most out of this shopping event? Learn all about the hidden risks, the true potential and how to master the Black Friday hype through Marketing Mix Modeling.

We take triangulation a step further.

MMM, MTA, incrementality & causal tools: Explore the art of combining sophisticated methods for measuring marketing performance.

Non-consent bias

Find out all about the phenomenon of non-consent bias. What is it? What risks does it bear and – last but not least – how can you face them?

Navigating the landscape

An examination of Exactag's alternatives to Google's Consent Mode and Enhanced Conversions

MMM and extrapolation don't answer to the GDPR

What options are there to provide a future proof data collection approach?

Demystifying server-to-server tracking

Now is the time to start re-thinking your tracking approach to provide future-proof tracking.

Introduction to marketing attribution

An overview for marketing decision makers.

Get your attribution right

Avoid misconceptions when comparing modern DDA with media mix models and incementality testing.

5 questions to ask when someone says attribution is dead

Maybe you have heard industry commentators suggesting that recent development is a swansong for attribution. No, it's not.