In an increasingly complex digital advertising ecosystem, marketers are under immense pressure to justify every dollar spent. The days of relying on last-click attribution—where credit for a conversion is given to the final touchpoint—are fading. Instead, brands are turning to more sophisticated measurement methodologies that provide a clearer picture of how marketing efforts contribute to business outcomes.

Attribution is no longer just about tracking clicks; it's about understanding the full consumer journey and ensuring that every marketing touchpoint is accounted for. The key methodologies leading this evolution—multi-touch attribution (MTA), media mix modeling (MMM), and incrementality testing—are helping marketers refine their approach, allocate budgets effectively, and maximize return on investment.