Return on ad spend (RAOS) is a common method of determining marketing campaign performance. There’s several marketing attribution methods including first-touch, last-touch, and multi-touch attribution. We discuss the benefits and downsides of each including why device identification can help bridge the marketing attribution gap.
Unique visitors are when someone who has visited a website or application in a specific time period. Anonymous visitors shield their identity to leave no identifiers, such as IP address or browser type. Google Analytics often leaves gaps when identifying returning unique visitors over an extended period of time as well as anonymous users. We explain the benefits of accurately identifying unique and anonymous visitors.