Trends Report

Privacy Concerns Cripple Attribution Measurement

Changes Force Marketers To Pivot On How They Assess Google Advertising Effectiveness

October 10th, 2018
With contributors:
Brigitte Majewski , Jessica Liu , Susan Bidel , Caitlin Wall , Diane Lynch


The marketing ecosystem is responding to increasing concerns about data ethics and privacy with tighter controls on data sharing. The impact on marketing performance measurement is severe, especially for attribution measurement. This report outlines Google's new data access constraints and helps marketers adapt their attribution models accordingly.

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