Attribution lets CMO’s know how various campaigns are performing across channels, and where they should be increasing their efforts or pulling back.
The difficulty with attribution is tracking every channel and watching each individual user’s interactions and touch points, all the way through to final outcome.
This misinformation can lead to problems if affiliate media partners aren’t receiving due credit for conversions and their commissions are underpaid, which inversely means you’re overpaying an nonperforming agency.
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