With the decline of third-party cookies and the rise of privacy regulations like GDPR and iOS updates, understanding what truly drives conversions is more challenging than ever. So, how can marketers prove ROI when many traditional tracking tools no longer apply? I recently sat down with Jeff Greenfield, CEO of Provalytics - an AI-driven attribution platform built for the cookieless era. With over 30 years of marketing experience, Jeff shared what’s actually working today - and how HR and HR tech businesses can apply these insights to drive real growth. In a wide-ranging discussion, Jeff and I talked about: ✅ How GDPR and cookie changes are reshaping ad measurement. ✅ The challenge of “walled gardens” like Google and Meta. ✅ Why last-click attribution misrepresents customer journeys. ✅ How Provalytics uses AI to fill tracking gaps. ✅ The strategic shift from click-based to impression-based metrics. ✅ Risks of undervaluing top-of-funnel marketing. ✅ Jeff’s advice on how companies can adapt with better data and tools. ✅ And much more. Check out Provalytics' website for their free Attribution Certification, playbooks, and a closer look at how AI-driven measurement works, without compromising user privacy. Website: www.provalytics.com LinkedIn: www.linkedin.com/in/jeffgreenfield For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast  HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Consulting Services For HR Software And Consulting Firms: Consulting Services. VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more.