Marketing measurement articles
Guides and comparisons on marketing measurement, attribution and incrementality, from the SegmentStream Marketing Analytics team.
- 17 June 2026Best MCP Servers for Marketing Analytics in Claude Apps, Cowork & Code in 2026Best MCP servers for Claude: SegmentStream for independent attribution, plus Google Ads, Meta Ads, GA4, Ahrefs, HubSpot and more — for apps, Cowork and Code.30 min read
- 17 June 2026Best MCP Servers for Marketing Analytics in Gemini & the Google AI Stack in 2026Best MCP servers for marketing analytics in Gemini and Antigravity: SegmentStream, Google Ads, GA4, Ahrefs, HubSpot and more, with connectivity paths for each.27 min read
- 17 June 2026Best MCP Servers for Marketing Analytics in Perplexity in 2026Best MCP servers for marketing analytics in Perplexity: SegmentStream, Google Ads, GA4, Ahrefs, Semrush, HubSpot, with each tool's connector setup path.27 min read
- 16 June 2026Best MCP Servers for Marketing Analytics in ChatGPT & Codex in 2026Best MCP servers for marketing analytics in ChatGPT and Codex: SegmentStream, Google Ads, GA4, Ahrefs, HubSpot and more, with each tool's connectivity path.27 min read
- 16 June 2026The Best Composable, Warehouse-Native Attribution & Measurement Tool for BigQuery, Snowflake & Databricks (2026)The best warehouse-native attribution tool in 2026: SegmentStream runs marketing measurement inside your own BigQuery, Snowflake, or Databricks warehouse.24 min read
- 16 June 2026What Is a Composable Measurement Platform?A composable measurement platform runs attribution on your own data warehouse. Learn the four-property test for warehouse-native measurement and why it matters.7 min read
- 15 June 2026Best MCP Servers for Marketing Analytics in GrokBest MCP servers for marketing analytics in Grok: SegmentStream, Google Ads, GA4, Ahrefs, Semrush, HubSpot and more, with each tool's connectivity path.23 min read
- 23 February 2026Incrementality Measurement Guide (2026)This guide explores the methodologies behind incrementality measurement and dives into the pros and cons of the approach.6 min read
- 23 February 2026Marketing Attribution 101 (2026 Guide)In this article, we're digging deeper into the topic of marketing attribution: benefits, attribution models, and typical challenges.12 min read
- 5 November 2025Identity Graph: The Foundation of AttributionIdentity graphs are the foundation for accurate marketing attribution. Discover how they connect user journeys across devices and browsers.4 min read
- 29 October 2025Click Propagation and Attribution AccuracyBrowser switches and shared links break marketing attribution. Learn how click propagation technology restores accuracy across devices and platforms.3 min read
- 23 October 2025What Is Conversion Maturation in Attribution?Conversion Maturation is the hidden delay between ad clicks and reported conversions. Learn how it impacts attribution accuracy and how to fix it.3 min read
- 28 March 2025The Truth About Next-Gen MMMNext-gen MMM tools promise better results than traditional media mix models. Here's what marketers really need to know before investing.4 min read
- 18 March 2025The Misuse of Geo-Holdout Tests“Geo-holdout tests promise to reveal true incremental ROAS, but they often oversell precision. A practical guide for non-technical marketing leaders.”6 min read
- 14 March 2025LTV-Based Ads Optimization Done RightLTV-based ads optimisation is challenging but essential for DTC, SaaS, and subscription businesses. Learn how to implement it the right way.6 min read
- 11 March 2025Synthetic Conversions for Upper-Funnel Wins“Learn how synthetic conversions help ad platforms optimise upper-funnel campaigns by turning engaged website visits into conversion signals.”5 min read
- 25 February 2025Debunking MMM Myths: A Waste of Money?Marketing Mix Modeling doesn't work for 99% of online businesses. Learn why MMM fails most companies and what measurement approach actually works.7 min read
- 25 February 2025Why to Avoid Target ROAS BiddingRelying on Average ROAS and CPA can burn your ad budget. Learn why Target ROAS and Target CPA bidding strategies often do more harm than good.6 min read
- 21 February 2025Why Geo-Lift Testing Falls ShortGeo-lift testing promises unbiased incrementality measurement, but it hides subtle pitfalls. Learn why it falls short and what works better.8 min read
- 18 February 2025Brand Awareness = Low-Quality Targeting?Brand awareness campaigns sound impressive but often target low-quality audiences. Learn why this common strategy wastes your ad budget.9 min read
- 11 February 2025How to Validate Your Attribution Model?A step-by-step methodology to find and validate the best attribution model for your business and maximise marketing mix revenue.3 min read
- 7 February 2025Debunking Post-View AttributionPost-view attribution claims to measure the silent influence of display ads. Here's why it's misleading and what smart marketers should use instead.8 min read
- 31 March 2023Marketing Attribution Challenges & SolutionsLearn about the top 3 challenges modern marketers face in marketing attribution due to tracking restrictions and how to overcome them..7 min read
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