Few topics in online advertising generate more confusion and debate than view-through attribution, and the debate isn’t likely to end anytime soon.
Marketers today are typically including it as part of the overall measuement of their ad campaigns, but still have questions about how to measure its validity, what percentage impact on consumers it is really having and how it is overlapping with the other marketing channels.
In Chango’s newest white paper, “View Through Attribution Exposed: What last touch isn’t telling you”, we’ve tried to put the confusion to rest. Properly used, we believe view-through is a valid metric that can help brands understand the true value of their display campaigns. Let’s start with the basics.