What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?
They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.
Many in traditional retail are not mobile users.
They don’t use AdWords.
No one has figured a way to “see” mobile’s contribution yet.
Since mobile is impacting more conversions than just website conversions, the client should include calls and visits to be counted in the conversions column. These are usually mobile-oriented conversions, so by not counting them as conversions, they are missing out on understanding the full value of mobile and their advertising campaigns. Counting call and store visits as conversions measures mobile more holistically and can potentially also show a huge reduction in mobile CPAs.
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- Course: Adwords Mobile Advertising
- Topic: Measure and optimize across devices