What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?
- They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.
- Many in traditional retail are not mobile users.
- No one has figured a way to “see” mobile’s contribution yet.
- They don’t use AdWords.
The correct answer is:
- They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.
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