Introduction to marketing attribution with Snowplow

Creating an effective marketing strategy across diverse channels is challenging, but evaluating marketing spend and calculating ROI should be straightforward. Many commercial solutions offer insights into marketing performance, but they often operate in silos and lack flexibility, limiting the ability to compare performance across platforms and customize attribution models. Snowplow offers a solution that allows users to control how they attribute marketing spend by deciding what data to include, what counts as a marketing touch or conversion, and how to display this information. It captures where users come from using the JavaScript tracker, models sessions, and enables the addition of marketing costs, such as those from Google Ads, into a comprehensive data model. This approach allows businesses to understand the channels driving customer interactions, define attribution activities, and create tailored attribution models, thereby optimizing marketing strategies and accurately measuring ROI.