Attribution: What’s All the Fuss?

I recently attended the Hero All-PPC (pay per click) Conference in Los Angeles, and as one might expect to find at “The World’s Largest PPC Event,” the conference venue was abuzz with AdWords updates, CPCs, A/B tests, CPA, CVR, DSA, AWQL, WXY&Z, etc. But amid the inside jokes, acronyms, keynotes and breakout sessions, I sensed a fundamental anxiety — yet great respect — for the concept of attribution.

Many people consider attribution a way to assign a lead to a tactic, but the advertising industry is desperately trying to look at it another way — more like, which tactic didn’t get us that lead.

Let’s start with the fundamentals.

Read On