May 16, 2018

Limitations of last click: How hotels can better understand campaign performance


With the constantly increasing number of channels and platforms where brands can engage with their audience, the discussion about attribution becomes more and more prominent.

Users are more savvy and willing to research the market to make sure they get the best rate for their next hotel stay. They use a number of devices and visit a number of channels before clicking the “BOOK” button.

Brands, on the other hand, make an effort to be present at all the touchpoints throughout the user journey. This inevitably raises the questions, ‘which of my campaigns are the most effective?’ and ‘where should I invest more?’.

Google products currently offer a number of attribution models, including Last Click, First Click, Linear, Position Based, Time Decay and Data Driven. Many brands are most comfortable with using Last Click attribution to measure their online activity. Why? Because it is simple. Last Click indicates the last interaction, which resulted in a conversion. In other words, it gives all the credit to the last clicked ad and the last keyword, which led to a conversion.

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