Last-click attribution downplays social's value
Salt Lake City—Last-click (or final touch) attribution used by marketers may cause them to undervalue social media's website impact by up to 94%, according to a study by Adobe Systems. “Why Marketers Aren't Giving Social the Credit It Deserves” found that when first-click attribution is used to analyze the impact of social media on websites, the average travel-interested visitor from social media sites is credited with 94% greater revenue versus last-click measurements. The same analysis for retail and media companies showed first-click revenue value attribution 88% and 28% higher, respectively. Adobe's study was based on interviews with social media analytics experts and an analysis of 1.7 billion visits made to more than 225 U.S. websites in February.