View-Through Attribution Exposed: What ‘Last Touch’ isn’t telling you
The discussion about VT seems to be a never-ending story, bouncing around the industry collecting more and more myth, confusion and opinion. Spurred on by more and more questions from the CMOs that we work with, this document will present both sides of the argument with regards to the validity of view-through activity, provide simple and real methods for measuring it and evidence for why we believe view-through is a valid metric.
In this whitepaper you will learn:
- The Basics of View-Through
- The Argument Against View-Through
- The Argument for View-Through
- The Right and Wrong Ways to Measure View-Through
- What Other Marketers Are Doing—Real View-Through Stories