Search Marketers Often Don’t Track All Referring Conversions
ClickZ reports on a 360i and SearchIgnite study that shows that search marketers do not look at all “assists,” instead they primarily look at the last referring click that lead to the conversion. Here are some highlights of the report:
+ 37.3% of conversions come from consumers clicking on more than one of a marketer’s natural or paid listings; it’s in these multiple-click scenarios where the clicks’ credit can often be misapplied
+ Over two-thirds (66%) of clicks are from consumers clicking a marketer’s listing multiple times
+ 12.6% of conversions credited to natural search results were preceded by clicks on a marketer’s paid listings, nearly twice as many as occur in the converse scenario
The full report can be downloaded by registration here.
While there have been technological advancements that enable more sophisticated multi-touch attribution models, many marketers are still challenged by connecting the dots and acting on the insights revealed from their measurement to truly make an impact on decision-making across search, social, and beyond.
Attribution can be so hard to get "right" because of organizational alignment, tricky metrics, the mobile problem, and the legacy of digital marketing.
Those who give little to no mindshare to competitive analysis should rethink that approach. Data shows those who do may find that adding regular competitive analysis and adapting strategy based on that analysis positively impacts their bottom line.
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