2010 was a year in which I personally got a lot smarter about Web analytics and tracking. My biggest epiphany was around the importance of multi-channel, multi-click attribution. Attribution, in a nutshell, is the process of stitching together the enter click path a user takes on the way to a conversion. This includes multi-channel (they might have clicked a banner ad, then Facebook, then a PPC ad on Google) as well as multi-click (did they click on five AdWords keywords before converting?). Today, most advertisers ignore attribution entirely, … Continue reading →