The latest ‘Econsultancy’ blog post is titled “Facebook ads undervalued by last click”.

Matthew Whitehead says, “Last click attribution models undervalue the contribution of Facebook ads by up to 30% in cross-channel advertising campaigns.

The last click attribution model, which credits the last ad clicked before a sale or other conversion with all the value for that conversion, is still widely used to measure the contribution of advertising.

However, a recent Kenshoo study focused on Facebook advertising helps expose its weaknesses”.

Facebook ads undervalued by last click

‘Econsultancy’ Blog

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