The True Measure of a Marketing Campaign's Worth: when to use last-click or first-click attribution at http://t.co/YfJOT3Cr
October 19, 2012
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E-Commerce News: Marketing: The True Measure of a Marketing Campaign's Worth
Last-click attribution favors campaigns that influence the lower-end of the funnel. In contrast, first-click attribution favors campaigns that influence earlier in the funnel. Both are simple to use and are widely supported by analytics tools, and they are the most common attribution models used, despite their shortcomings.