In today’s age, people are constantly moving about, using multiple devices, and multiple browsers and channels. This can make it quite difficult to see the impact your marketing efforts have on your business. On top of all of that, traditional attribution systems no longer offer the full picture on the effectiveness of your marketing.
Someone could have seen your ad on their phone while perusing Facebook or searching for something on Safari, and then gone back to their house and bought the item using their laptop. With traditional marketing methods, there’s no real way to measure whether that ad had an effect on the user’s decision to buy your product.