End-to-end measurement is the process of attributing revenue to a particular source. This is made possible when the right systems are connected together. This week, Terry Guttman joins the show to talk about his experience with end-to-end measurement. In this conversation, we talk about:

• an overview of end-to-end measurement
• common mistakes or pitfalls marketers should avoid
• capturing the right data at conversion points
• factoring in upper-funnel campaigns

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