The most common and standard method is to assign conversions (lead, sales, etc.) to the last click, since it is the click closest in time to the objective.
But, if we follow this criteria, we find ourselves falling into a very common error: conversion duplication.
Let’s imagine that we’re working with Google Analytics in order to measure web traffic. Likewise, we’re using SEM as well as email marketing campaigns in order to obtain sales. A user takes the following “journey” and winds up converting:
These are the statistical results:
Now we begin to play a numbers game. We start off with the logical idea that every traffic acquisition channel (that uses a statistical system), will always want to take the credit, because when its traffic results in a sale, regardless of whether the sale stems from the last click, the acquisition channel will assign the sale to itself. So it follows that:
- Google Analytics will count the sale for the last channel (click).
- Payment Search statistics will tell us that the sale belongs to them.
- Electronic Mail will give themselves the nod.
If we add the statistics we get from the platforms that we are using, we see that we have sold 1 + 1 = 2 sales, when we have really only obtained one sale.
Therefore, it is of primary importance to measure and make decisions about a system that has a global vision of at least our payment traffic..
Now, let’s imagine an Advertiser that is running campaigns in Adwords and on an affiliate platform. How many of our sales could actually be duplicate sales? Or even worse, if we measure post-view banner conversions of a banner on a major communication media outlet, and we confirm that there is an overlap with traffic from an Adwords campaign, we will note that a high percentage of sales are shared. However, it might be possible that this banner has not influenced the user during the buying process, because the user hasn’t even seen it. But, it has been shown to an audience so large that it influences every other media outlet.