Analytics
The last click is a receipt, not the whole sales story
Attribution can help operate campaigns while missing the work that created demand; decide what each report can establish before using it to move budget.
Adriaan Brits
Attribution can help operate campaigns while missing the work that created demand; decide what each report can establish before using it to move budget.
Traffic treats every visitor the same. Score pages by intent, margin and demand to find where search effort earns the most.
Keyword lists sorted by volume hide what buyers are trying to decide. Build a decision map instead, using Google research on exploration and evaluation.
Volvo Trucks’ Epic Split demonstrated a real product feature and won 20 Cannes Lions; Pepsi’s protest ad was withdrawn in a day. Five questions to ask before funding a viral idea.
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