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The Buzz on Full-Funnel Attribution

Jan 14

One of the buzz terms you hear in the online media world today is “attribution”. If you are working with several publishers, how do you determine who gets proper credit for your sale? Does the “last ad seen” get the credit? What about the first ad?

Display advertising can be tricky if one doesn’t understand the correlation between certain media channels (display, organic, search, etc).  Attribution models help to pinpoint exactly who is responsible for each piece of the sales funnel, or other desirable action. But, at the same time, some attribution tools only cover search, or only cover display. What about tracking email, search, display, and even organic?

Let’s say a user clicks an ad for a laptop sale, goes to the website, doesn’t make the purchase just yet, but then a few days later searches for that laptop. The listing shows up in the organic search results. The user then makes the purchase but guess what? If the consumer didn’t see that first ad, would the sale ever happen? How effective is it to only optimize based on the last ad seen or the “last click”?

Read more about full-funnel attribution in this Adotas article.