Attribution. It's the white whale every marketer is chasing. 

Can we ever really pin down the one Facebook ad, the one blog post, the one piece of content that made someone pick up the phone or fill out a form? Here's the honest answer: attribution as we (and our C-suites) have always known it is dead. Shoppers now touch a dozen digital points before they ever raise their hand, and trying to crown a single winner is a losing game. I know what everyone is thinking, so what do I tell leadership now? 

That's where this session, Credit Where Credit Is Due, comes in. It's your guide to rethinking attribution for 2026, so you can stop chasing the whale and start reporting on what actually drives your business.

After this Masterclass, you’ll be able to:

•  Audit your digital strategy around the engagements that matter: Identify the important user actions on your website, then learn how to associate real costs with those actions so your reporting reflects value, not just volume.
•  Put GA4's multi-channel attribution to work: Understand how multi-channel attribution works in Google Analytics 4 and how it paints a clearer picture of how your channels work together, instead of fighting over credit.
• Track influence in the age of AI, even without a visit: With AI Search answering shoppers' questions before they ever click, learn why measuring your content's influence matters even when the user never lands on your website, and how to start doing it.