Google has deprecated last-click attribution in favor of data-driven attribution, forcing marketers to rethink measurement strategies. Understanding proper attribution is crucial for scale.

Attribution strategies:
- Data-driven attribution vs. first-click vs. linear
- Cross-device tracking implementation
- View-through conversion tracking
- Incrementality testing for true ROI calculation
- UTM parameter strategy for clean reporting
- Google Analytics 4 event tracking setup

Proper attribution setup alone has helped our clients identify previously unmeasured revenue channels worth $50k-$200k monthly.