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Our paid social campaigns often introduce people to the brand, while search or email gets the final click before a purchase. If I judge every campaign by last-click conversions, the channels that started the customer journey look less useful than they may actually be.
For teams with a longer buying cycle, when are assisted conversions a meaningful way to evaluate performance? How do you avoid giving too much credit to an early touchpoint just because it appeared somewhere in the path?
I’m interested in practical ways to compare channel roles when the conversion path includes several visits and devices.
