Creating an accurate attribution model is one of the most difficult parts of any search marketer’s job,
particularly in light of the proliferation of new media channels and audience fragmentation. There are many questions that are difficult to answer, including:
- What role did prior website referrals, searches and ads play in a conversion?
- Which metrics should be attributed and how?
- How much time passed between the consumer’s initial click and subsequent purchase?
- What tools are currently available to help us identify and weight these factors?
The answers come from a combination of PPC software tools that can implement advanced modeling techniques and the people or partners that know how to make them work.
This EBook discusses why multi-channel attribution has become increasingly important to search marketers and explores the advantages of using multi-channel attribution to improve the efficiency of PPC marketing programs, as well as how to build an accurate multi-channel attribution model.