Attribution – P2C
Measuring online marketing campaigns solely on the “last click wins” methodology has been a universally accepted practice within the online advertising industry. Credible ad servers should be able to attribute a conversion events based on that system to the last referring site or channel that drove that conversion. This help advertisers get an accurate ROI information across all of their online marketing mediums.
Recently, however, there has been a movement toward more advanced reporting tools and analytic capabilities to help advertisers gain a more holistic understanding of their paid search, natural search, display, email and other online marketing campaigns and the influence they have on each other. This idea has been patent but Mediaplex as Path to Conversion.
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