Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC clicks — from display network placements to head term searches — can have a tremendous upper-funnel impact. We’ll help you choose some models for assessing the full funnel value of the your paid campaigns and give you tips on implementing them!

In the recording, experts from Portent, Inc and Hanapin Marketing discuss PPC attribution.

You’ll get expert-level PPC tips like:

  • Defining the last click problem and why you need to move beyond it
  • Choosing an attribution model and the pros and cons of each
  • Testing bid and campaign changes for incremental gains under your model

Here is the webinar recording:

And here is the slideshare presentation:

Resources mentioned during the webinar:

The 4 attribution models
If you copy and paste this into the browser you’re signed into Google Analytics with, you can install the models in your GA account.

Enabling UserID for cross-device tracking

Importing offline conversions