Attribution, MMM, MTA and all the other Ms

About this episode

The episode features a discussion with attribution expert Barbara Galiza on effective measurement strategies and the implications of recent changes to Google Analytics.

In the latest episode of Standard Deviation Podcast, we are joined by attribution expert, Barbara Galiza, for a deep dive into measurement done right. We discuss how to navigate server-side tagging, the best use cases for MTA versus MMM, and why incrementality testing often cuts through the noise better than flashy dashboards or AI-driven hype. In the intro, we will also chat about Google's surprise changes to Analytics cookies and explore the ups and downs of managing product releases, especially when plugins update faster than users can keep up.

People in this episode

Hosts: Juliana Jackson, Simo Ahava

Guest: Barbara Galiza

Topics covered

• attribution
• measurement
• server-side tagging
• incrementality testing
• product releases
• Google Analytics

Keywords

• attribution
• MMM
• MTA
• incrementality testing
• server-side tagging
• Google Analytics
• product releases

Mentioned in this episode

Organizations: Google

Products: Analytics

More episodes of Standard Deviation Podcast

• Simplification or lawsuits? · May 31, 2026 · 54 min
• New Customer, Who Dis? · April 29, 2026 · 55 min
• 80% is the new 100% · March 26, 2026 · 39 min
• Raw data doesn't spark joy · March 8, 2026 · 53 min
• 2026 - we are back and it aint sayf · January 29, 2026 · 46 min
• Protect your critical thinking - Live at Analytics Summit · December 10, 2025 · 44 min