What Is a Reason Many Advertisers End up Undervaluing Mobile’s Contribution to Conversions?

What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?

  • No one has figured a way to “see” mobile’s contribution yet.
  • Many in traditional retail are not mobile users.
  • They don’t use Google Ads.
  • They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.

Right Answer:

  • They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.

Explanation:

https://support.google.com/analytics/answer/1662518?hl=en

An Attribution model can be defined as a rule or even a set of rules which determines the credit for sales and conversions which are assigned to touch points in the conversion paths. For example, the Last Interaction model in Analytics will always assign 100% credit to the final touchpoints which immediately precede the sales or the conversions.

Similarly, the first interaction model assigns 100 percent of the credit to the touchpoints which had initiated the conversion paths. You can even use the model comparison tool to compare the impact of both different attribution models on the valuation of your marketing channels.

In the Model Comparision tool, the calculated conversion value and also the number of conversions for each of your marketing channels will definitely vary according to the type of the attribution model used.

A channel that predominantly initiates conversion paths usually will always have a higher Conversion Value according to the First Interaction attribution model than it would according to the Last Interaction attribution model.

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