02 Apr '13, 11am

Using Multichannel Funnels in PPC

Using Multichannel Funnels in PPC

PPC conversion tracking has evolved greatly over the past decade or so. In the early days, few advertisers were tracking conversions at all. Web analytics software was a new and expensive proposition, and most companies didn’t take advantage of it. They were just happy to get “hits” to their website. The few advertisers who were tracking conversions were likely using last-click attribution . Over the past couple of years, web analytics and conversion tracking has morphed into an industry unto itself. Entire sessions at search conferences have been devoted to attribution modeling. Sophisticated tracking tools now exist whereby advertisers can decide which channels should get the credit for a sale. In some companies, the process of attribution consumes significant time and resources. But let’s back up for a minute. While fancy attribution modeling is a reality today, most co...

Full article: http://searchenginewatch.com/article/2258454/Using-Multic...

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