One of the best-kept secrets in online marketing is that most campaign attribution data is completely wrong and the models used to evaluate campaign performance are wholly inappropriate. The relative emergence of digital marketing practices, combined with conflicting measurement systemsand poorly understood interaction between online marketing channels, likelymeans that millions of pounds are wasted annually on marketing efforts thatdo not produce their intended results.  To begin to improve both theaccuracy of measurement and the general understanding of how marketingreally works online, Web Analytics Demystified recommends a new approach to campaign analysis. Dubbed “Appropriate Attribution”, the approach leverages widely available but infrequently used data to triangulate towards the true value of online marketing efforts.