Widely known, attribution by Last-click it is one of the main methodologies for measuring media results currently in force.
But it's not always the most efficient.
- Also read: The underused potential of video media
Last-click advantages and disadvantages
Basically, last-click attribution consists of track the last ad your consumer clicked on before converting, assigning all conversion credits to that ad.
It is a very common methodology, especially in e-commerces or businesses where The consideration phase is short.
The good side is that this agility allows you to do fine testing and adjustments at the creative and campaign levels.
If the buying journey is longer and more complex, last-click attribution can become limiting, since it disregards the impact of other actions, the contribution of other channels, and the consumer's own subjectivity.
When you analyze the return of each channel, last-click attribution can bias and overestimate the return of specific channels — Google Ads, for example — linked to conversion objectives. In the same way, she can underestimate channels whose purpose is awareness and consideration.
Briefly, by nature, last-click attribution Penalize channels that feed the funnel. That's not necessarily a bad thing; however, when it comes to optimize investment in media, if you are guided only by last-click, you will end up investing too much in conversion channels and ignoring the channels that feed your sales cycle as a whole.
Logo, or Sales growth becomes limited. And that's where the Marketing Mix Modeling, or HMM, come in.
- Also read: Introduction to Marketing Mix Modeling
Marketing Mix Modeling is full-funnel
Marketing Mix Modeling assigns credits to all stages of the sales funnel. Thus, it helps you understand how investments in awareness and consideration, such as programmatic media and video, for example, are generating assistance for conversion channels.
With this data in hand, you are able to make a much fairer media allocation and you will understand, in a holistic way, the role of conversion media and the role of top and middle funnel media, which support conversion.
Diversifying your investments in an accurate way and understanding what each channel represents for your sales cycle, it is possible to generate better results, with the effectiveness of each proven action according to the main KPIs of your business.
Are you interested in learning more about Marketing Mix Modeling and media optimization?
Subscribe to the newsletter from Uncover and follow us on our social networks — we are at LinkedIn, no Instagram, no YouTube And no Spotify.