Last-click attribution has long been the standard when it comes to online advertising. This model is proving to be less effective as the consumer journey becomes much more complex. With more device touchpoints, multiple ad formats, and various conversion paths on a website – dealers need to reconsider how to properly measure and value every engagement with a customer to get the most out of online advertising.
Kelly McNearney, Senior Strategist on Automotive Retail, Google, and Christin Holcomb, Senior Automotive Retail Analyst, Google, will walk you through what it means to move away from using a last-click attribution model for your online campaigns. You’ll learn more about which engagements and customer metrics you should be tracking to better understand how your media drives business outcomes. Lastly, you should walk away with next steps on how to change attribution models which will help you better understand the true impact of your media.
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.