This session reveals how companies can effectively measure and optimize their top and middle funnel marketing efforts to drive sustainable growth. Through real-world case studies, we'll examine the challenges of modern attribution modeling and present innovative solutions for tracking brand health metrics across increasingly complex customer journeys. Attendees will learn how to build and implement a comprehensive brand health tracking system that connects awareness metrics to business outcomes, discover practical strategies for measuring marketing impact across disconnected touchpoints in a privacy-first digital landscape, and master the framework for creating dashboards that effectively monitor and correlate upper funnel metrics with conversion outcomes. You'll walk away understanding how to properly value and optimize non-click-based marketing initiatives like content marketing, social engagement, and influencer partnerships, enabling you to make more informed decisions about your marketing investments.