sellforte - kn

For years, performance marketing teams have relied on last-click attribution as their go-to method for optimizing advertising spend across ad platforms, channels, and campaigns. While its limitations become increasingly evident (see e.g. link ), too many advertisers still default to last-click-based optimization — unaware of the revenue they’re leaving on the table. Meanwhile, their competitors are pulling ahead by embracing Marketing Mix Modeling (MMM)—an approach that, unlike last-click, can measure the true incremental sales impact of media.

For years, performance marketing teams have relied on last-click attribution as their go-to method for optimizing advertising spend across ad platforms, channels, and campaigns. While its limitations become increasingly evident (see e.g. link ), too many advertisers still default to last-click-based optimization — unaware of the revenue they’re leaving on the table. Meanwhile, their competitors are pulling ahead by embracing Marketing Mix Modeling (MMM)—an approach that, unlike last-click, can measure the true incremental sales impact of media.

Most performance marketing teams are not measuring the full impact of their Meta campaigns. Majority of cross-channel measurement is still done with click-based attribution, which significantly under-reports the ROI of Paid Social, including Meta.

Most performance marketing teams are not measuring the full impact of their Meta campaigns. Majority of cross-channel measurement is still done with click-based attribution, which significantly under-reports the ROI of Paid Social, including Meta.