Think Attribution, not Last-Click Conversion So they should have been number one for all of these terms in theory. That makes sense in theory – but then you’re missing out on a stage much earlier in the cycle.
Platforms such as IgnitionOne incorporate PPC and SEO data in their attribution systems and the Adobe acquisition of Efficient Frontier gives a deeper insight into how the wider search, social, display, and digital ecosystem appears to be evolving.
To test your attribution theory and be aware of how retargeting might influence your results, adjust the number of impressions, frequency caps and other parameters and closely monitor and/or control for external impacts on search.
Display relies on view-through attribution, measuring how many times they saw the ad, then perhaps purchased at a later time. In theory, unified tracking enables us to track results at the user level, to know where and when they saw an ad and when...
I do understand the argument that a company makes, that when you copy my content in a way that appears to make it a part of your web site, without attribution to me, without seeing all the other dreck that I choose to put on my internal page, that...
