287 - The Current State of Search, Dark Social, and Attribution | Rand Fishkin
GTM Live
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Pay vs Organic
The shift that i'm seein is the difference between where the consumer consumes the information, which used to be on a web it and now is natively in a platform community or other third party ap. There's no stream of data to pass back to your first party web sit to collect it. And then so if you're running paid in a specific way that's non conversion based, it's just as hard to attribute as organic. So companies want to do less than doing at doezen, work that they can measure.
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