Download As the focus on marketing budgets intensifies, advertisers must be

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P2C
Overview
As the focus on marketing budgets
intensifies, advertisers must be able to
determine which elements in the
marketing mix are most effective in
driving customers to purchase.
Relying on only the “last click” methodology has long been the universally accepted practice
for measuring digital marketing campaigns. But this method does not paint a complete
picture. Advertisers need to understand not only their digital marketing activities, but also
how these activities interact. Adform has therefore developed a technology that enables
advertisers to view and analyze their media buys beyond the last click
PERFORMANCE REPORTS
With Adform's P2C reporting, advertisers can analyze the entire set of touch points that
customers encounter before they actually convert. Adform's P2C reports detail user exposure
to ads across all channels, including natural search, direct referrals, social media, and
mobile. In sum, Adform's P2C reports set out the entire path of events leading up to a
conversion
ATTRIBUTION
You can experiment with three attribution methods to decide how to better allocate your
marketing budget – last click is no longer the only option. The available methods are:
LAST CLICK
the last click before
buying
LAST INTERACTION
the last interaction
before buying (e.g.,
a search)
GEOMETRIC DECAY
all interactions before
buying are credited and
distributed proportionall
Assists and assists ratio metrics will help you to discover the hidden value of each channel,
publisher, placement, banner, and keyword.
Advertisers can now gain a comprehensive picture of how all their online advertising
campaigns work together to achieve a single marketing objective, rather than as separate
channels in silos competing against each other.
FOR MORE INFORMATION
[email protected] | www.adform.com
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING