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»last click

Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a blog post on Monday. The change will mean that, going forward, the default attribution method for any conversion touchpoint – a new product... Continue reading »
by James Hercher // September 27th, 2021 //
»
Last-Click Attribution Seems Unkillable

Alain Portmann and Oscar Garza will speak about last click attribution at Programmatic IO on April 5 in San Francisco. Last-click attribution may never die. Although digital multitouch attribution (MTA) pioneers like Visual IQ, Google’s Adometry and AOL’s Convertro hit the market more than a decade ago, last-click remains the prevailing measurement model. Big brands and network agencies still tend... Continue reading »
by James Hercher // February 27th, 2017 //
»
Facebook Expands Its Conversion Lift Tool, Reviles Last-Click

Just because someone didn’t click on an ad doesn’t mean that ad didn’t have an effect. Facebook has been beating that drum for quite some time now with the release of a variety of tools aimed at getting nearer to true multitouch attribution and effectively measuring the connection between online media and offline sales, including... Continue reading »
by Allison Schiff // January 27th, 2015 //
»
WPP's Possible Links Up With Google's Wildfire To Go Deeper Than 'Last Click' Attribution

WPP Group digital agency Possible hopes to bulk up its targeting and performance-based advertising abilities to bridge earned and paid media channels by partnering with Google's social technology tool, Wildfire. Read the release. Jason Burby, Possible's chief performance marketing officer, cited Wildfire’s recent integrations with Google Analytics and DoubleClick as the chief reasons the agency... Continue reading »
by David Kaplan // June 21st, 2013 //
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