B2B Attribution: Tracking Ads Across Long Sales Cycles
TL;DR B2B attribution connects ad clicks to closed-won revenue across sales cycles that run 30 to 180+ days. Standard platform attribution windows max out at 90 days, which means enterprise deals close after the data expires. A typical B2B buying group has 6 to 10 decision-makers (Gartner), but most attribution tools track individuals, not accounts. […]