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.

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