Moving off Last-Click Attribution for Startups

Most companies fail to maximize the returns from paid media because they fail to attribute appropriate revenue to the spend. Revenue maximizing attribution can be achieved relatively easily by the marketer and without much input from the analytics parts of the organization. Companies Struggle to Move Beyond Last-Click Attribution As much discussion as there is on attribution models, today still 91% of agency clients use a single-click attribution system. Further, according to AdRoll, 59% of marketers say 'lack of knowledge' is the main obstacle to implementing a smarter attribution system. Moving Beyond Last-Click with a Thought Experiment When you are on a single-click attribution system, m

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