Most marketers weigh last click too heavily, study finds

04/27/2012 | eMarketer

Marketers are too reliant on a last-click attribution model, according to an Econsultancy and Google Analytics study. More than half of agencies and marketers assign full credit to the last click, whereas 41% of agencies and 25% of marketers weigh clicks by channel. Study authors said using first- or last-click attribution without more nuance assigns too much or too little value to such action simply because it's easy to measure.

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