Why attribution and impact are no longer the same thing in PPC
via searchengineland.com
Short excerpt below. Read at the original source.
PPC attribution has never been perfect, but AI is widening the gap between what influences a conversion and what gets credit for it. Someone might discover a product on social media, watch a YouTube review, read opinions on Reddit, ask an AI-powered search tool to compare options, and then return days later through a branded […]