Display Ads Precede Many Search Clicks, Facebook's Atlas and Proactiv Find
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It’s tempting to credit a sale to the last thing a customer saw or heard before it happened, even though the reason is often far more complex. Even direct marketers with full access to their sales data aren’t immune to this tendency, called the “last-click attribution” fallacy in digital marketing analytics.
But now Facebook’s Atlas ad serving and analytics unit has some proof it can share from one of the biggest direct marketers Guthy-Renker’s Proactiv that just because someone completed a sale after clicking a search ad, the search ad doesn’t necessarily deserve all the credit.
In a study of 12,000 online Proactiv purchases tracked back to the first contact with online advertising, Atlas found that 16% of the online buyers clicked on search ads after first being served an online display ad.
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