Continuing with my last post about attribution models, I was telling you how, in most cases, using the default “last-click” model is a terrible idea.
The last-click model attributes conversions, as the name says, to the last click that happened right before it. It doesn’t take into account everything that happens before it: only the last click gets all the credit.
This used to work well back in the day when our navigational patterns were simple. We clicked to a website and requested more information (i.e. we became a lead to that business), made a purchase, or just went away.
Nowadays, however, in many cases we might take a much longer path to conversion. We might browse around first, compare options, click on a retargeting/remarketing ad (those ads that follow you around the web), watch a video, and more, even on different devices.
A cleverly deceptive or unknowing consultant/agency might prefer to use the last-click attribution model and give themselves all the credit because their campaigns generated the last click before the conversions. But what about everything that happened before?
I will elaborate on this idea and how it affects your marketing ROI on my next post.
Juan Pablo
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