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While you cannot change the default attribution model in Google Analytics, you can easily create custom reports with alternative attribution models and use that data to analyze and optimize your ad spend across channels. Why is this something you should consider?
It is clear that right now for many organizations, advertising and marketing are very low on the priority list. However, for those who can still invest in marketing, now is a good time for several reasons to maintain some level of spend.
An attribution model in marketing refers to the analysis and understanding of the touchpoints in a consumer journey during their path to a conversion. If
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