TLDR Tech / Marketing
How to prove marketing impact when attribution goes dark
As referral data disappears due to privacy changes and AI search, impact is measured through an evidence stack built from GA4, Search Console, and time series comparisons. It starts by setting a clean baseline during a quiet period with stable traffic and minimal spend, then anchoring campaign launch dates and expected lag windows. Signals like branded search lifts, direct traffic spikes, landing page visits, and returning users are tracked together. When these rise above baseline variance and align across time periods, they indicate measurable impact.
Read the full story