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AdExchanger
The Case Against Last Click
Jun 4, 2024
Advertising measurement consultant Andrew Covato discusses the limitations of last-click attribution and the need for smarter measurement practices in the industry. Topics include incrementality in ad tech, challenges of trust in platform reporting, the failure of Apple's SKAD network, and the evolution of affiliate marketing with Awin.
58:37
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Quick takeaways
- Prioritizing incrementality over last-click attribution provides a holistic view of marketing impact.
- Conversion optimization may lack incremental value, shifting focus to broader marketing strategies for performance.
Deep dives
Incrementality as a Core Metric for Marketing Assessment
Incrementality in marketing should be the core metric for assessing marketing performance, as it focuses on understanding the true impact of marketing efforts and separates them from the noise of non-incremental activities. By aligning executive teams with this approach and conducting regular incrementality tests, marketers can gain deeper insights into the effectiveness of their marketing strategies.
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Discover
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