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The Ultimate Guide to Online Attribution with Scott DesGrosseilliers
Perpetual Traffic
The Hidden Middle Funnel
If you have hidden middle funnel data yourself, go into good old Google Analytics and look at the last touch. You're going to find email, probably a 30 or conversions, SMS, maybe another 20 organic, direct, and then Google branded search. And what all of those have in common, it's really unlikely there weren't clicks before that led to that sale because all of them mean you're familiar with whatever you're buying.
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