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First or Last Click?

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Ranjit Dhillon Shares Digital Marketing Tips on best practice First or Last click campaign measurement, PPC, SEO, Social Media, Landing Pages, PPC Marketing, Brand Awareness And Social Media Marketing

 

High-level tips

Head of Design, Head of Online, Digital Director, Online Director, Group Online Marketing Manager, Digital & Social Media Strategist, Senior Online Consultant - Ranjit DhillonI’ve often found first-click attribution for telephone numbers on your website can skew sales towards PPC and SEO, changing to last click could redistribute the sales amongst the channels that converted to a call (particularly Affiliates / SEO / Social platforms).

 

By not changing the telephone number to this principle it can result in attributing the offline sales to old/outdated marketing efforts. (Advertising that has been pulled / plans that are no longer available / creative that has been edited / landing page changes / marketing channels that have been stopped etc).

 

I’ve found first-click is more often focused towards brand awareness/exposure rather than driving a conversion (sale/subscription)….which creative/marketing effort actually pushed the user over the tipping point to call and commit.

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