Updating the SQUID Plugin – Version 2.2

ICN are proud to announce the first SQUID update of 2025! This involves an enhancement to the data collection in place as part of our SQUID plugin.

SQUID is all about providing clients with more accurate data to make informed marketing decisions that provide the best return on investment (ROI). This update to the plugin enhances the probability sourcing of incoming data. Therefore, there is a higher level of certainty on user journeys and lead sourcing so that users can make better-informed decisions around marketing spend.

Data tracking systems, even commonly used software like Google Analytics 4, have to contend with a level of uncertainty in their data. VPN use, multiple visits over a long period of time, and spam can muddy the waters during analysis, leading to unreliable conclusions. SQUID’s mission is to fix this- avoiding mistakes and finding innovative ways to refine data.

The new upgrade includes:

• Upgraded machine-learning Markov attribution
• UTM tracking refinement for campaigns
• More advanced probability sourcing for lead tracking