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Roxine Kee

Why First and Last-Touch Attribution Aren’t Enough (and What to Do About It)

Why First and Last Touch Attribution Aren’t Enough (and What to Do About It)

By Google Analytics

If your client asked you today, “How many leads did your SEO/social media/PPC strategy land for us this month?,” what would you say? Would you say something about Twitter engagement, long-term brand marketing, and “staying top-of-mind”? Or would you be able to confidently say, “Last month, we drove 12,000 quality traffic hits to your blog and converted at least 2% of that into leads”? Attribution modeling, when done right, helps you respond with the latter (quantitatively) and do it in a visual way. The problem is, while any VP of marketing wants the agency they hire to own the content marketing channel…

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