The Search Engine Blog

This shouldn’t be new to anyone in marketing. If you ask someone how they heard about your business, they’ll give you the last place the heard about you instead of the first. Nor will they give you all the places they went that drove them to your business. The same with click advertising. The last click gets credit for the sale. It’s the only way to automatically track it. Someone could first hear about you from a neighbor. Track that with a cookie.

The point is you should have a well rounded advertising program. Be in the places where people are likely to find you. Do the things that attempt to track your marketing but don’t shoot yourself in the foot by putting too many eggs in one basket….or removing eggs when you shouldn’t.

Atlas Study Critiques ‘Last Click’ Attribution