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Agenda
Content Goals
What is content
supposed to accomplish?
Attribution
Measuring contribution
to conversion
1 2 3
Bringing it All Together
Use cases and examples
Sound familiar?
“What are we getting from our
content efforts?”
1
2
3
“How many leads / How much
revenue does our blog generate?”
”We need to focus on things that
only drive revenue right now.”
Poll: What is the most
important KPI for your
content?
Awareness
(rankings, impressions, visibility)
a
b
c
Engagement
(visits, interaction, frequency, consumption)
Bottom-line
(revenue, conversions, sales)
d They’re all important!
Bringing it All
Together
Breakout
Session
Content Goals:
What is content supposed
to accomplish?
Content Goals
Measurement
Planning Doing Feeling
Thinking
AWARENESS &
EDUCATION
EVALUATION &
CONSIDERATION
CONVERSION ADVOCACY
Relevant and effective content responds to and anticipates
buyers’ needs to guide visitors through the customer journey
• Do I need new glasses?
• Do I need a prescription?
• Where should I buy from?
• What factors should I
consider?
Thinking Phase
Thinking Planning Doing Feeling
• About the customer:
• Seeking information
• Open to suggestions
• Beginning to recognize brands
• Do I need new glasses?
• Do I need a prescription?
• Where should I buy from?
• What factors should I
consider?
Thinking Phase
Thinking Planning Doing Feeling
• About the customer:
• Seeking information
• Open to suggestions
• Beginning to recognize brands
• Search behavior:
• Non-brand specific
• Informational searches
• Upper-funnel searches
• Likely to refine query in SERPs
• Do I need new glasses?
• Do I need a prescription?
• Where should I buy from?
• What factors should I
consider?
Thinking Phase
Thinking Planning Doing Feeling
• About the customer:
• Seeking information
• Open to suggestions
• Beginning to recognize brands
• Search behavior:
• Non-brand specific
• Informational searches
• Upper-funnel searches
• Likely to refine query in SERPs
• Content goals:
• Educate the audience
• Build brand awareness
• Establish thought leadership
• Engage and nurture leads
• Do I need new glasses?
• Do I need a prescription?
• Where should I buy from?
• What factors should I
consider?
Thinking Phase
Thinking Planning Doing Feeling
• What size do I need?
• What options are there within
my price range?
• What material is right for me?
• Is this available near me?
Planning Phase
Thinking Planning Doing Feeling
• About the customer:
• Research-oriented
• Seeking validation
• Narrowing down options
• What size do I need?
• What options are there within
my price range?
• What material is right for me?
• Is this available near me?
Planning Phase
Thinking Planning Doing Feeling
• About the customer:
• Research-oriented
• Seeking validation
• Narrowing down options
• Search behavior:
• Mostly Non-branded
• Upper- to Mid-funnel searches
• Often price and/or location focused
• What size do I need?
• What options are there within
my price range?
• What material is right for me?
• Is this available near me?
Planning Phase
Thinking Planning Doing Feeling
• About the customer:
• Research-oriented
• Seeking validation
• Narrowing down options
• Search behavior:
• Mostly Non-branded
• Upper- to Mid-funnel searches
• Often price and/or location focused
• Content goals:
• Demonstrate availability
• Be clear with value proposition
• Provide comprehensive details
• Engage through multiple formats
• What size do I need?
• What options are there within
my price range?
• What material is right for me?
• Is this available near me?
Planning Phase
Thinking Planning Doing Feeling
• I want [Brand X] glasses
• Can I get this at [Store]?
• I want a seamless checkout
process
• I may be open to an intelligent
upsell / cross-sell
Doing Phase
Thinking Planning Doing Feeling
• About the customer:
• Looking for assurance
• Sensitive to friction
• Expecting convenience
• I want [Brand X] glasses
• Can I get this at [Store]?
• I want a seamless checkout
process
• I may be open to an intelligent
upsell / cross-sell
Doing Phase
Thinking Planning Doing Feeling
• About the customer:
• Looking for assurance
• Sensitive to friction
• Expecting convenience
• Search behavior:
• Often branded or model specific
• Lower-funnel searches
• I want [Brand X] glasses
• Can I get this at [Store]?
• I want a seamless checkout
process
• I may be open to an intelligent
upsell / cross-sell
Doing Phase
Thinking Planning Doing Feeling
• About the customer:
• Looking for assurance
• Sensitive to friction
• Expecting convenience
• Search behavior:
• Often branded or model specific
• Lower-funnel searches
• Content goals:
• Streamline checkout process
• Reassure with shipping information
• Provide easy path to purchase
• I want [Brand X] glasses
• Can I get this at [Store]?
• I want a seamless checkout
process
• I may be open to an intelligent
upsell / cross-sell
Doing Phase
Thinking Planning Doing Feeling
• I should be able to track my order
• I want quality customer service
• If you delight me, I’ll buy again or
recommend to others
• I might write a review based
on my experience
Feeling Phase (post-purchase)
Thinking Planning Doing Feeling
• About the customer:
• Emotionally connected
• Engaged with brand
• Eager to share
• I should be able to track my order
• I want quality customer service
• If you delight me, I’ll buy again or
recommend to others
• I might write a review based
on my experience
Feeling Phase (post-purchase)
Thinking Planning Doing Feeling
• About the customer:
• Emotionally connected
• Engaged with brand
• Eager to share
• Content goals:
• Deliver exceptional customer
experiences
• Build emotional connections
• Recognize and reward advocates
• Provide tools for sharing
• I should be able to track my order
• I want quality customer service
• If you delight me, I’ll buy again or
recommend to others
• I might write a review based
on my experience
Feeling Phase (post-purchase)
Thinking Planning Doing Feeling
A Customer Journey May Require Many Touchpoints
TV
ORGANIC SEARCH
BLOG
BUYING GUIDE
LOCAL SEARCH
SITE
OFFER
PURCHASE
SUPPORT
SOCIAL MEDIA
DISPLAY
BRANDED PAID
WORD OF MOUTH
ORDER TRACKING
Planning Doing Feeling
Thinking
AWARENESS &
EDUCATION
EVALUATION &
CONSIDERATION
CONVERSION ADVOCACY
Poll: Which content was
responsible for making
the sale?
Offer on Site
a
b
c
Paid Search Ad
Organic Search Result
d All of the above
Content Goals
Measurement
Bringing it All
Together
Breakout
Session
Attribution
Measuring contribution to
conversion
• The process of assigning credit to the touchpoints a consumer encounters along their customer journey.
Essentially, it's about understanding which channels, campaigns, or specific actions contributed to the
decision to buy and to what extent.
• Most marketers are using a Last Touch attribution model to measure performance.
What is Attribution?
LAST TOUCH
The last touchpoint
a user encounters is
credited for the
conversion.
Doing
FIRST TOUCH
The first touchpoint
a user encounters is
credited for the
conversion.
Planning
Thinking
MULTI-TOUCH
Multiple touchpoints are given partial credit for the conversion.
Planning Doing Feeling
Thinking
Multi-Touch Attribution
• Assigns value to all touchpoints a consumer interacts with across their entire journey
• Provides a more nuanced and comprehensive understanding of what drives conversions by
distributing credit among several key touchpoints
Planning Doing Feeling
Thinking
Linear Credit is evenly distributed across all touchpoints
Multi-Touch Attribution
• Assigns value to all touchpoints a consumer interacts with across their entire journey
• Provides a more nuanced and comprehensive understanding of what drives conversions by
distributing credit among several key touchpoints
Planning Doing Feeling
Thinking
Linear Credit is evenly distributed across all touchpoints
Time Decay More recent touchpoints receive more credit
Multi-Touch Attribution
• Assigns value to all touchpoints a consumer interacts with across their entire journey
• Provides a more nuanced and comprehensive understanding of what drives conversions by
distributing credit among several key touchpoints
Planning Doing Feeling
Thinking
Linear Credit is evenly distributed across all touchpoints
Time Decay More recent touchpoints receive more credit
U-Shaped First and Last touchpoint receive most of the credit
W-Shaped Similar to U-shaped, but also gives more credit to mid-journey touchpoint
Multi-Touch Attribution
• Assigns value to all touchpoints a consumer interacts with across their entire journey
• Provides a more nuanced and comprehensive understanding of what drives conversions by
distributing credit among several key touchpoints
Planning Doing Feeling
Thinking
Linear Credit is evenly distributed across all touchpoints
Time Decay More recent touchpoints receive more credit
U-Shaped First and Last touchpoint receive most of the credit
W-Shaped Similar to U-shaped, but also gives more credit to mid-journey touchpoint
Algorithmic Dynamically assign credit based on perceived influence
• Organizational
• Model Selection
• Vendor Selection
• Setup Time
• Cost
Obstacles to Full Multi-Touch
Attribution
A Simplified Approach to Measure Content Value
First + Last Touch Analysis
Last Touch Attribution Full Multi-Touch Attribution
• Measures the impact of content on both
Initial Contact and Final Conversion.
• Prioritizes KPIs based on the marketing
goals of each touchpoint.
Why Use Both Models?
Planning Doing Feeling
Thinking
• Create a First Touch user segment for each channel
you would like to analyze
• Create a segment for each combination of
channels you would like to analyze
Example for SEO / SEM Analysis:
• First Touch Organic (FTOS) / Last Touch Paid Search (LTPS)
• First Touch Organic (FTOS) / Last Touch Organic (LTOS)
• Validate to ensure First Touch and Last Touch
models fire correctly for each channel
Google Analytics Setup
*Important: if you would like to examine Brand vs. Non-Brand level insights
it’s important your campaigns are well classified*
Poll: How well are you able to
evaluate the performance of
your content today?
Not at all
a
b
c
To a limited extent
Quite well
d Totally
Last Touch
Measurement
Multi-Touch
Measurement
Bringing it All
Together
Breakout
Session
Bringing it All
Together:
Measuring value for
differing content goals
Before You Can Measure the Value of Content, You Need
to Know its Purpose within the Customer Journey
Planning Doing Feeling
Thinking
AWARENESS &
EDUCATION
EVALUATION &
CONSIDERATION
CONVERSION ADVOCACY
Do I need new glasses?
Do I need a prescription?
Where should I buy from?
What factors should I
consider?
Marketing Goal: Initiate customer journey and generate
interest
Core SEO KPIS
• Rankings
• Impressions
• Clicks / Visits
• CTR
• Time on Site / Page
• First Touch Conversions
• First Touch Conversion Rate
• First Touch Revenue
Thinking and Planning
Planning Doing Feeling
Thinking
What size do I need?
What options are within my price range?
What material is right for me?
Is this available near me?
I want [Brand X] glasses
Can I get this at [Store]?
I want a seamless checkout
process
I may be open to an intelligent
upsell / cross-sell
Marketing Goal: Facilitate a seamless conversion as
efficiently as possible
Core SEO KPIS
• Bounce Rate
• Last Touch Conversions
• Last Touch Conversion Rate
• Last Touch Revenue
• ROI
Doing
Planning Doing Feeling
Thinking
I should be able to track my order
I want quality customer service
If you delight me, I’ll buy again or
recommend to others
I might write a review based
on my experience
Marketing Goal: Maintain engagement to nurture
relationship
Core SEO KPIS
• Time on Site
• Ratings / Reviews
• Returning Users
• Logged-in User Traffic
Feeling
Planning Doing Feeling
Thinking
Examples
How you can use First + Last Touch attribution to
measure the value of your content on guiding
users through the customer journey
Evaluate Channel Traffic Distribution by
Journey Phase
21%
21%
20%
18%
10%
6%
2%
Traffic Distribution: First Touch
Direct
Paid Search
Email
Organic Search
Display
Paid Social
Referral
Organic Social
11%
19%
21%
21%
10%
6%
4%
8%
Traffic Distribution: Last Touch
Direct
Paid Search
Email
Organic Search
Display
Paid Social
Referral
Organic Social
Thinking / Planning Doing
Determine Impact of Initial Contact on
Conversion
$110
$115
$120
$125
$130
$135
$140
$145
$150
Affiliates Direct Offline Referral Email Organic
Search
Display Paid
Search
Organic
Social
SMS Paid
Social
Average Order Value with Organic as First Touch
Average Order Value with Organic as First Touch Average Order Value
Analyze Strengths and Weaknesses in
Initial Contact Strategy
29%
18%
19%
0%
5%
10%
15%
20%
25%
30%
35%
First Touch Paid Search
(Non-Branded)
First Touch Paid Search
(Branded)
First Touch Organic Search
Bounce Rate by Channel
Find How Initial Contacts Become
Conversions
Last Touch Channel
Organic Search Paid Search Affiliates Email Referral Direct Total
Revenue
Revenue Distribution for First Touch Organic Visitors
Thank you!
Stick around for a general Q&A
Option 1: Option 2:
Join a breakout room to talk to an expert
about what DAC can do for your business
Content Marketing: How To Find The True Value Of Your Marketing Funnel

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Content Marketing: How To Find The True Value Of Your Marketing Funnel

  • 1.
  • 2. Agenda Content Goals What is content supposed to accomplish? Attribution Measuring contribution to conversion 1 2 3 Bringing it All Together Use cases and examples
  • 3. Sound familiar? “What are we getting from our content efforts?” 1 2 3 “How many leads / How much revenue does our blog generate?” ”We need to focus on things that only drive revenue right now.”
  • 4. Poll: What is the most important KPI for your content? Awareness (rankings, impressions, visibility) a b c Engagement (visits, interaction, frequency, consumption) Bottom-line (revenue, conversions, sales) d They’re all important!
  • 5. Bringing it All Together Breakout Session Content Goals: What is content supposed to accomplish? Content Goals Measurement
  • 6. Planning Doing Feeling Thinking AWARENESS & EDUCATION EVALUATION & CONSIDERATION CONVERSION ADVOCACY Relevant and effective content responds to and anticipates buyers’ needs to guide visitors through the customer journey
  • 7. • Do I need new glasses? • Do I need a prescription? • Where should I buy from? • What factors should I consider? Thinking Phase Thinking Planning Doing Feeling
  • 8. • About the customer: • Seeking information • Open to suggestions • Beginning to recognize brands • Do I need new glasses? • Do I need a prescription? • Where should I buy from? • What factors should I consider? Thinking Phase Thinking Planning Doing Feeling
  • 9. • About the customer: • Seeking information • Open to suggestions • Beginning to recognize brands • Search behavior: • Non-brand specific • Informational searches • Upper-funnel searches • Likely to refine query in SERPs • Do I need new glasses? • Do I need a prescription? • Where should I buy from? • What factors should I consider? Thinking Phase Thinking Planning Doing Feeling
  • 10. • About the customer: • Seeking information • Open to suggestions • Beginning to recognize brands • Search behavior: • Non-brand specific • Informational searches • Upper-funnel searches • Likely to refine query in SERPs • Content goals: • Educate the audience • Build brand awareness • Establish thought leadership • Engage and nurture leads • Do I need new glasses? • Do I need a prescription? • Where should I buy from? • What factors should I consider? Thinking Phase Thinking Planning Doing Feeling
  • 11. • What size do I need? • What options are there within my price range? • What material is right for me? • Is this available near me? Planning Phase Thinking Planning Doing Feeling
  • 12. • About the customer: • Research-oriented • Seeking validation • Narrowing down options • What size do I need? • What options are there within my price range? • What material is right for me? • Is this available near me? Planning Phase Thinking Planning Doing Feeling
  • 13. • About the customer: • Research-oriented • Seeking validation • Narrowing down options • Search behavior: • Mostly Non-branded • Upper- to Mid-funnel searches • Often price and/or location focused • What size do I need? • What options are there within my price range? • What material is right for me? • Is this available near me? Planning Phase Thinking Planning Doing Feeling
  • 14. • About the customer: • Research-oriented • Seeking validation • Narrowing down options • Search behavior: • Mostly Non-branded • Upper- to Mid-funnel searches • Often price and/or location focused • Content goals: • Demonstrate availability • Be clear with value proposition • Provide comprehensive details • Engage through multiple formats • What size do I need? • What options are there within my price range? • What material is right for me? • Is this available near me? Planning Phase Thinking Planning Doing Feeling
  • 15. • I want [Brand X] glasses • Can I get this at [Store]? • I want a seamless checkout process • I may be open to an intelligent upsell / cross-sell Doing Phase Thinking Planning Doing Feeling
  • 16. • About the customer: • Looking for assurance • Sensitive to friction • Expecting convenience • I want [Brand X] glasses • Can I get this at [Store]? • I want a seamless checkout process • I may be open to an intelligent upsell / cross-sell Doing Phase Thinking Planning Doing Feeling
  • 17. • About the customer: • Looking for assurance • Sensitive to friction • Expecting convenience • Search behavior: • Often branded or model specific • Lower-funnel searches • I want [Brand X] glasses • Can I get this at [Store]? • I want a seamless checkout process • I may be open to an intelligent upsell / cross-sell Doing Phase Thinking Planning Doing Feeling
  • 18. • About the customer: • Looking for assurance • Sensitive to friction • Expecting convenience • Search behavior: • Often branded or model specific • Lower-funnel searches • Content goals: • Streamline checkout process • Reassure with shipping information • Provide easy path to purchase • I want [Brand X] glasses • Can I get this at [Store]? • I want a seamless checkout process • I may be open to an intelligent upsell / cross-sell Doing Phase Thinking Planning Doing Feeling
  • 19. • I should be able to track my order • I want quality customer service • If you delight me, I’ll buy again or recommend to others • I might write a review based on my experience Feeling Phase (post-purchase) Thinking Planning Doing Feeling
  • 20. • About the customer: • Emotionally connected • Engaged with brand • Eager to share • I should be able to track my order • I want quality customer service • If you delight me, I’ll buy again or recommend to others • I might write a review based on my experience Feeling Phase (post-purchase) Thinking Planning Doing Feeling
  • 21. • About the customer: • Emotionally connected • Engaged with brand • Eager to share • Content goals: • Deliver exceptional customer experiences • Build emotional connections • Recognize and reward advocates • Provide tools for sharing • I should be able to track my order • I want quality customer service • If you delight me, I’ll buy again or recommend to others • I might write a review based on my experience Feeling Phase (post-purchase) Thinking Planning Doing Feeling
  • 22. A Customer Journey May Require Many Touchpoints TV ORGANIC SEARCH BLOG BUYING GUIDE LOCAL SEARCH SITE OFFER PURCHASE SUPPORT SOCIAL MEDIA DISPLAY BRANDED PAID WORD OF MOUTH ORDER TRACKING Planning Doing Feeling Thinking AWARENESS & EDUCATION EVALUATION & CONSIDERATION CONVERSION ADVOCACY
  • 23. Poll: Which content was responsible for making the sale? Offer on Site a b c Paid Search Ad Organic Search Result d All of the above
  • 24. Content Goals Measurement Bringing it All Together Breakout Session Attribution Measuring contribution to conversion
  • 25. • The process of assigning credit to the touchpoints a consumer encounters along their customer journey. Essentially, it's about understanding which channels, campaigns, or specific actions contributed to the decision to buy and to what extent. • Most marketers are using a Last Touch attribution model to measure performance. What is Attribution? LAST TOUCH The last touchpoint a user encounters is credited for the conversion. Doing FIRST TOUCH The first touchpoint a user encounters is credited for the conversion. Planning Thinking MULTI-TOUCH Multiple touchpoints are given partial credit for the conversion. Planning Doing Feeling Thinking
  • 26. Multi-Touch Attribution • Assigns value to all touchpoints a consumer interacts with across their entire journey • Provides a more nuanced and comprehensive understanding of what drives conversions by distributing credit among several key touchpoints Planning Doing Feeling Thinking Linear Credit is evenly distributed across all touchpoints
  • 27. Multi-Touch Attribution • Assigns value to all touchpoints a consumer interacts with across their entire journey • Provides a more nuanced and comprehensive understanding of what drives conversions by distributing credit among several key touchpoints Planning Doing Feeling Thinking Linear Credit is evenly distributed across all touchpoints Time Decay More recent touchpoints receive more credit
  • 28. Multi-Touch Attribution • Assigns value to all touchpoints a consumer interacts with across their entire journey • Provides a more nuanced and comprehensive understanding of what drives conversions by distributing credit among several key touchpoints Planning Doing Feeling Thinking Linear Credit is evenly distributed across all touchpoints Time Decay More recent touchpoints receive more credit U-Shaped First and Last touchpoint receive most of the credit W-Shaped Similar to U-shaped, but also gives more credit to mid-journey touchpoint
  • 29. Multi-Touch Attribution • Assigns value to all touchpoints a consumer interacts with across their entire journey • Provides a more nuanced and comprehensive understanding of what drives conversions by distributing credit among several key touchpoints Planning Doing Feeling Thinking Linear Credit is evenly distributed across all touchpoints Time Decay More recent touchpoints receive more credit U-Shaped First and Last touchpoint receive most of the credit W-Shaped Similar to U-shaped, but also gives more credit to mid-journey touchpoint Algorithmic Dynamically assign credit based on perceived influence
  • 30. • Organizational • Model Selection • Vendor Selection • Setup Time • Cost Obstacles to Full Multi-Touch Attribution
  • 31. A Simplified Approach to Measure Content Value First + Last Touch Analysis Last Touch Attribution Full Multi-Touch Attribution
  • 32. • Measures the impact of content on both Initial Contact and Final Conversion. • Prioritizes KPIs based on the marketing goals of each touchpoint. Why Use Both Models? Planning Doing Feeling Thinking
  • 33. • Create a First Touch user segment for each channel you would like to analyze • Create a segment for each combination of channels you would like to analyze Example for SEO / SEM Analysis: • First Touch Organic (FTOS) / Last Touch Paid Search (LTPS) • First Touch Organic (FTOS) / Last Touch Organic (LTOS) • Validate to ensure First Touch and Last Touch models fire correctly for each channel Google Analytics Setup *Important: if you would like to examine Brand vs. Non-Brand level insights it’s important your campaigns are well classified*
  • 34. Poll: How well are you able to evaluate the performance of your content today? Not at all a b c To a limited extent Quite well d Totally
  • 35. Last Touch Measurement Multi-Touch Measurement Bringing it All Together Breakout Session Bringing it All Together: Measuring value for differing content goals
  • 36. Before You Can Measure the Value of Content, You Need to Know its Purpose within the Customer Journey Planning Doing Feeling Thinking AWARENESS & EDUCATION EVALUATION & CONSIDERATION CONVERSION ADVOCACY
  • 37. Do I need new glasses? Do I need a prescription? Where should I buy from? What factors should I consider? Marketing Goal: Initiate customer journey and generate interest Core SEO KPIS • Rankings • Impressions • Clicks / Visits • CTR • Time on Site / Page • First Touch Conversions • First Touch Conversion Rate • First Touch Revenue Thinking and Planning Planning Doing Feeling Thinking What size do I need? What options are within my price range? What material is right for me? Is this available near me?
  • 38. I want [Brand X] glasses Can I get this at [Store]? I want a seamless checkout process I may be open to an intelligent upsell / cross-sell Marketing Goal: Facilitate a seamless conversion as efficiently as possible Core SEO KPIS • Bounce Rate • Last Touch Conversions • Last Touch Conversion Rate • Last Touch Revenue • ROI Doing Planning Doing Feeling Thinking
  • 39. I should be able to track my order I want quality customer service If you delight me, I’ll buy again or recommend to others I might write a review based on my experience Marketing Goal: Maintain engagement to nurture relationship Core SEO KPIS • Time on Site • Ratings / Reviews • Returning Users • Logged-in User Traffic Feeling Planning Doing Feeling Thinking
  • 40. Examples How you can use First + Last Touch attribution to measure the value of your content on guiding users through the customer journey
  • 41. Evaluate Channel Traffic Distribution by Journey Phase 21% 21% 20% 18% 10% 6% 2% Traffic Distribution: First Touch Direct Paid Search Email Organic Search Display Paid Social Referral Organic Social 11% 19% 21% 21% 10% 6% 4% 8% Traffic Distribution: Last Touch Direct Paid Search Email Organic Search Display Paid Social Referral Organic Social Thinking / Planning Doing
  • 42. Determine Impact of Initial Contact on Conversion $110 $115 $120 $125 $130 $135 $140 $145 $150 Affiliates Direct Offline Referral Email Organic Search Display Paid Search Organic Social SMS Paid Social Average Order Value with Organic as First Touch Average Order Value with Organic as First Touch Average Order Value
  • 43. Analyze Strengths and Weaknesses in Initial Contact Strategy 29% 18% 19% 0% 5% 10% 15% 20% 25% 30% 35% First Touch Paid Search (Non-Branded) First Touch Paid Search (Branded) First Touch Organic Search Bounce Rate by Channel
  • 44. Find How Initial Contacts Become Conversions Last Touch Channel Organic Search Paid Search Affiliates Email Referral Direct Total Revenue Revenue Distribution for First Touch Organic Visitors
  • 46. Stick around for a general Q&A Option 1: Option 2: Join a breakout room to talk to an expert about what DAC can do for your business