23 Aug '12, 1pm

3 Ways Time Can Warp Your View

The time delay between marketing exposure and marketing success creates tremendous opportunity for consternation for all paid search managers, but particularly for enterprise programs. Let’s look at three ways that time can distort one’s perspective, and consider a solution that can be helpful. In most paid search reporting platforms, the default setting (often the only setting) creates a disconnect between conversion events and the marketing touches that drove them. Impressions, clicks, costs are tied to the day on which they occurred. Conversion events are tied to the day on which they occurred. But interested customers don’t always convert on the first visit, or even the first day after that visit, which means some fraction of the conversions on any given day was driven by marketing touches that occurred on earlier days. Day-Parting RKG has argued for years that an impo...

Full article: http://searchengineland.com/3-ways-time-can-warp-your-vie...

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