Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. Angus' SearchLeeds talk took a cold hard look at the mathematics behind attribution, and provided insights into Google Attribution and Google Attribution 360.
Is this just about programmatic?
Cost Conversions CPA Gross profit ROI
March £25,444.76 522 £48 £29,936.14 1.18
April £13,744.78 445 £30 £28,201.01 2.05
May (1st-20th) £4,563.10 408 £11 £27,018.67 5.92
What to do now?
1. Sort analytics
2. Sort METs
3. Offline conversions
4. Get excited!
Data-driven attribution is here…
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