Path-to-Conversion As the focus on marketing budgets intensifies, advertisers must be able to determine which elements in the marketing mix are most effective in driving customers to purchase. Relying on only the “last click” methodology has long been the universally accepted practice for measuring digital marketing campaigns. But this method does not paint a complete picture. Advertisers need to understand not only their digital marketing activities, but also how these activities interact. Adform has therefore developed a technology that enables advertisers to view and analyze their media buys beyond the last click.
Performance Reports With Adform's Path-to-Conversion reporting, advertisers can analyze the entire set of touch points that customers encounter before they actually convert. Adform's Path-to-Conversion reports detail user exposure to ads across all channels, including natural search, direct referrals, social media, and mobile. In sum, Adform's Path-to-Conversion reports set out the entire path of events leading up to a conversion.
Attribution You can experiment with three attribution methods to decide how to better allocate your marketing budget – last click is no longer the only option. The available methods are: 1
Last click – the last click before buying
Last interaction – the last interaction before buying (e.g., a search)
Geometric decay – all interactions before buying are credited and distributed proportionally Assists and assists ratio metrics will help you to discover the hidden value of each channel, publisher, placement, banner, and keyword.
Advertisers can now gain a comprehensive picture of
how all their online advertising campaigns work together to achieve a single marketing objective, rather than as separate channels in silos competing against each other.
Published on Jul 1, 2011