The path to conversion is rarely a straight one. Instead it branches and forks, as consumers move from the first contact with a brand to the final sale. As a marketer, it’s critical to understand this customer journey to see how your digital marketing efforts drive real business results. But by focusing on the traditional “last click” method of attribution – attributing a conversion to the last ad a consumer saw – you miss a significant part of the story.
In our new white paper, Measuring Business Results Beyond the Last Click, we demonstrate how employing multi-touch attribution (which takes into account all the touch points in the path to conversion) and people-based lift tests can help marketers avoid the pitfalls and limitations of last-click attribution.
Download the full white paper to learn more:
Measuring Business Results Beyond the Last Click