Using Time To Stop Undervaluing Channel Performance

Standard channel performance analysis makes the assumption that a click from all channels behaves the same way. Picture your weekly performance report – in a given week you observe x clicks and y conversions coming from a given channel (eg PPC, Organic search, Display, Remarketing Facebook, etc). If one channel looks better than the others you shift budgets or bids accordingly. It’s standard practice but is it the complete picture? What if all channels aren’t equal? A click from one channel might be worth more than a click from another channel, especially over longer periods of time. At face value this seems logical and if you dig in, it becomes clear that time skews our ability to determine the true value of a click and expected performance over a static period of time. As a result, we need to factor time into the equation in order to understand short term versus long ter...

Full article: http://searchengineland.com/time-is-on-your-side-stop-und...

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