Marketers are under increasing pressure to be accountable for their media investments. One of the biggest challenges is measuring programmatic top-of-funnel performance and connecting your outcomes to bottom-line results. Developing a holistic set of performance metrics and relevant key performance indicators (KPIs) is a critical skill that you'll need to prove that your full-funnel media strategy is working. Full-funnel marketing is built upon the idea that each stage of the funnel is connected to the others. In fact, upper-funnel channels serve the critical role of filling the lower levels with qualified prospects. But the tactics that work at one stage don't necessarily work at another stage. The same is true for their performance metrics. A valuable tool for measuring channel value within the funnel is attribution modeling, which identifies the customer journey pathways that provide the highest return on investment (ROI). Attribution modeling data provides deep insight into customer behavior and enables marketers to optimize high-return conversion pathways to make them more customer-friendly. Figure 1 provides a brief overall of several commonly used attribution models. The most effective models for your agency will depend on client needs and sales cycle complexity. Marketing metrics are the KPIs used by marketing teams [...]