Many online marketing analytics experts have been quick to accuse search engines of stealing all the glory, due to using a 'last click' attribution methodology used in free conversion tracing tools. In brief, 'last click' methodologies attribute the conversion (sale or lead) to the last action that the user did when they visited the site. More often than not, it's search engines that deliver the last click before a user purchases.
Today Google announced a product development for AdWords which promises to re-dress the balance of conversion attribution.
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