path_to_conversion_onepager
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http://www.adform.com/site/files/business-center/one-pagers/Path_to_Conversion_onePager.pdfTRANSCRIPT
Path-to-Conversion
As the focus on marketing budgets intensifies, advertisers must be able to determine which
elements in the marketing mix are most effective in driving customers to purchase. Relying
on only the “last click” methodology has long been the universally accepted practice for
measuring digital marketing campaigns. But this method does not paint a complete picture.
Advertisers need to understand not only their digital marketing activities, but also how
these activities interact. Adform has therefore developed a technology that enables
advertisers to view and analyze their media buys beyond the last click.
With Adform's Path-to-Conversion reporting, advertisers can analyze the entire set of touch
points that customers encounter before they actually convert. Adform's Path-to-Conversion
reports detail user exposure to ads across all channels, including natural search, direct
referrals, social media, and mobile. In sum, Adform's Path-to-Conversion reports set out the
entire path of events leading up to a conversion.
Performance Reports
You can experiment with three attribution methods to decide how to better allocate your
marketing budget – last click is no longer the only option. The available methods are:
Attribution
Last click – the last click before buying
Last interaction – the last interaction before buying (e.g., a search)
Geometric decay – all interactions before buying are credited and distributed
proportionally
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OnePAGER
Assists and assists ratio metrics
will help you to discover the
hidden value of each channel,
publisher, placement, banner, and
keyword.
Advertisers can now gain a
comprehensive picture of
how all their online advertising
campaigns work together to
achieve a single marketing
objective, rather than as separate
channels in silos competing
against each other.
[email protected] www.adform.com
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