It’s About More than the Last Click! Are You Using the Wrong Metrics to Measure Your Show’s Ads?

Feb 28

It’s About More than the Last Click! Are You Using the Wrong Metrics to Measure Your Show’s Ads?

As exhibitions and events spend more and more money on digital marketing to drive attendance, there is increasing pressure to justify the spend with metrics. Attribution is complex so many marketers choose the easiest, quickest and most common way to do this, last-click attribution (LCA), which gives 100% of the credit for a ticket purchase to the last click a...

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