The cheapest channel is usually the one taking credit

Attribution rewards whichever touchpoint sits closest to the sale, which is why the channel with the best reported acquisition cost is often the one buying the least new demand.

By Steve 5 min read
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A finance director asks a reasonable question of the marketing report: if we doubled spend on the channel with the lowest cost per acquisition, would we get roughly twice the customers? In most businesses the honest answer is no. Part of the reason is diminishing returns. The larger part is that the reported cost per acquisition of the best-performing channel is partly measuring customers who were already on their way in. Attribution answers a different question from the one you are asking Every attribution model (last click, first click, linear,…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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