Since the beginning, a huge part of web analytics is knowing which digital campaigns are most effective.
Now, the campaign goals can be very different, the touchpoints before a conversion can be many, and the diversity of acquisition channels makes this work very complicated.
For google search campaigns on an ecommerce, it is relatively easy to calculate the ROI. For awareness-oriented campaigns such as display, RTB, social ... this is not. This is why last-click attribution has become obsolete.
Let's see together how multi-channel attribution models can help you evaluate the return-on-investment of all those digital campaigns!