What is audience segmentation? Audience segmentation divides a broad audience into smaller groups based on shared traits such as demographics, behavior, interests, and needs. Marketers use those groups to deliver personalized content that resonates with each segment. Segmentation pairs naturally with audience targeting and lookalike audiences when building paid and
What is an attribution window? An attribution window is the set timeframe during which conversions (such as installs, sign-ups, or purchases) are attributed to an ad click or impression. Also known as a conversion window, it defines the period during which an ad interaction is credited for a conversion. Marketers
What is ad attribution modeling? Ad attribution modeling is the process of assigning credit to marketing touchpoints along the path to conversion. It tracks how channels like paid search, social ads, email, and direct visits work together so marketers can fund what actually drives results. Modern platforms such as GA4