enough to remember
Posted: Sun Apr 06, 2025 8:34 am
The Age of Not Measuring
In the early days of digital marketing, a company's digital presence was limited to its website. Marketers' primary focus was web analytics, and the data collected and reported on was very limited. For those of us old the classic "analytics" product was a hit counter like StatCounter that only displayed the number of impressions by source. At that time, digital marketing lacked the measurability that allows marketers to determine ROI and make data-driven strategic decisions.
The Age of Last-Click Attribution
The last-click attribution model was born in a desktop-only world, when chinese overseas america data searches on Google, Yahoo, Microsoft, and website referrals were virtually the only performance marketing channels in digital marketing. At that time, marketers didn't need to worry about tracking multiple touchpoints across different channels and devices, and last-click attribution was very useful.
Last-click attribution assigns 100% of the credit for the sale to the customer's last touchpoint before conversion. For a long time, last-click attribution dominated the way digital marketing was measured, and a large number of companies still rely on last-click attribution today. However, in today's world, last-click attribution is increasingly problematic.
In the early days of digital marketing, a company's digital presence was limited to its website. Marketers' primary focus was web analytics, and the data collected and reported on was very limited. For those of us old the classic "analytics" product was a hit counter like StatCounter that only displayed the number of impressions by source. At that time, digital marketing lacked the measurability that allows marketers to determine ROI and make data-driven strategic decisions.
The Age of Last-Click Attribution
The last-click attribution model was born in a desktop-only world, when chinese overseas america data searches on Google, Yahoo, Microsoft, and website referrals were virtually the only performance marketing channels in digital marketing. At that time, marketers didn't need to worry about tracking multiple touchpoints across different channels and devices, and last-click attribution was very useful.
Last-click attribution assigns 100% of the credit for the sale to the customer's last touchpoint before conversion. For a long time, last-click attribution dominated the way digital marketing was measured, and a large number of companies still rely on last-click attribution today. However, in today's world, last-click attribution is increasingly problematic.