For the better business Bureau one thing that I liked from there report was that they had a plan for how much they were going to spend for a span of 4 weeks. The group also put together a chart that showed how many conversions they got relative to how much they spent.
Attribution models
Single touch
pro gives focus one action
con ignores other actions that lead to a sale
First
Pro looks at what got people to your sight con first click does not lead to a sale
Lead conversion
Pro looks at what got the lead con does not look at what led to the lead
Last click
Looks at what lead to the sale con ignores the rest of the process
Multi touch model
Pro looks at whole process con is a more complex model
Linear
Pro gives equal weight con that it is to simple
Descending
Pro gives more credit for the closing con gives less focus to the first parts
U shaped
Pro credit is given to first actions con the rest is ignored
W shaped
Pro most accurate model con there are not any
Full path
Pro treats all parts equally con it does not have a focus
Custom
Pro you can make what you need con there are no standards since it is rarely used.
The part that I will use for my client is the w shaped because it gives credit to what is important while looking at the hole picture.
The google conversion report shows the path taken to see how effective your marketing plan is. This is a great tool because it allows you to be able to assess whether your efforts are effective or if you need to spend your time somewhere else.
