Path-to-Conversion

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.

With Adform's Path-to-Conversion reporting, advertisers can analyze the entire set of touch

points that customers encounter before they actually convert. Adform's Path-to-Conversion

reports detail user exposure to ads across all channels, including natural search, direct

referrals, social media, and mobile. In sum, Adform's Path-to-Conversion reports set out the

entire path of events leading up to a conversion.

Performance Reports

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:

Attribution

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

proportionally

11

22

33

OnePAGER

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.

sales@adform.com www.adform.com

!