Monthly Archives: June, 2014

Maximize Your Conversions Using Attribution Models & Split Funnel Perspective

June 26th, 2014 Posted by Pay Per Click No Comment yet

Google One question that resonates today in the world of online marketing is “which metrics matter?” Studying the pathway each consumer takes to a conversion (also known as the funnel)  is a strategy taken by attribution models in order to answer this question. Attribution models weight each of the touchpoints along the way to a conversion in order to improve results while creating better performing and more effectively financed campaigns. By comparing metrics from different marketing channels based on clicks, organic web searches, social media, advertisements, and web visits, attribution models can help your company understand why consumers first visited your site and what influenced them to make that conversion. (more…)