{"id":33590,"date":"2022-08-19T13:47:12","date_gmt":"2022-08-19T10:47:12","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=33590"},"modified":"2023-07-17T14:12:06","modified_gmt":"2023-07-17T11:12:06","slug":"attribution-a-beginners-guide-to-understanding-attribution-in-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/attribution-a-beginners-guide-to-understanding-attribution-in-digital-marketing\/","title":{"rendered":"Attribution: A Beginner&#8217;s Guide to Understanding Attribution in Digital Marketing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"33590\" class=\"elementor elementor-33590\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">There are many advertising touchpoints, and you can find them in in-boxes, on live TV, or when you browse websites. These touchpoints help customers decide their final destination, the conversion.<\/span><\/p><p><span style=\"font-weight: 400;\">But it\u2019s just as crucial to understand the journey that leads to your destination. Marketers can create marketing attribution models that allow them to analyze and optimize the unique touch points that lead to conversions or sales.<\/span><\/p><p><span style=\"font-weight: 400;\">Understanding the shopping habits of consumers is essential, which is where digital marketing attribution comes in.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-924c1d6 elementor-toc--content-ellipsis elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"924c1d6\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor-pro - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-table-of-contents .elementor-toc__header-title{color:var(--header-color)}.elementor-widget-table-of-contents.elementor-toc--collapsed .elementor-toc__toggle-button--collapse,.elementor-widget-table-of-contents:not(.elementor-toc--collapsed) .elementor-toc__toggle-button--expand{display:none}.elementor-widget-table-of-contents .elementor-widget-container{min-height:var(--box-min-height);border:var(--box-border-width,1px) solid var(--box-border-color,#9da5ae);border-radius:var(--box-border-radius,3px);background-color:var(--box-background-color);transition:min-height .4s;overflow:hidden}.elementor-toc__header{display:flex;align-items:center;justify-content:space-between;padding:var(--box-padding,20px);background-color:var(--header-background-color);border-bottom:var(--separator-width,1px) solid var(--box-border-color,#9da5ae)}.elementor-toc__header-title{font-size:18px;margin:0;color:var(--header-color);flex-grow:1}.elementor-toc__toggle-button{cursor:pointer;display:inline-flex}.elementor-toc__toggle-button i{color:var(--toggle-button-color)}.elementor-toc__toggle-button svg{height:1em;width:1em;fill:var(--toggle-button-color)}.elementor-toc__spinner-container{text-align:center}.elementor-toc__spinner{font-size:2em}.elementor-toc__spinner.e-font-icon-svg{height:1em;width:1em}.elementor-toc__body{padding:var(--box-padding,20px);max-height:var(--toc-body-max-height);overflow-y:auto}.elementor-toc__body::-webkit-scrollbar{width:7px}.elementor-toc__body::-webkit-scrollbar-thumb{background-color:#babfc5;border-radius:10px}.elementor-toc__list-wrapper{list-style:none;padding:0}.elementor-toc__list-item{margin-bottom:.5em}.elementor-toc__list-item.elementor-item-active{font-weight:700}.elementor-toc__list-item .elementor-toc__list-wrapper{margin-top:.5em;margin-inline-start:var(--nested-list-indent,1em)}.elementor-toc__list-item-text{transition-duration:var(--item-text-transition-duration)}.elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}.elementor-toc__list-item-text-wrapper{display:flex;align-items:center}.elementor-toc__list-item-text-wrapper:before,.elementor-toc__list-item-text-wrapper i{margin-inline-end:8px;color:var(--marker-color)}.elementor-toc__list-item-text-wrapper svg{margin-inline-end:8px;fill:var(--marker-color);height:var(--marker-size,.5em);width:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper i{font-size:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper:before{font-size:var(--marker-size,1em)}.elementor-toc--content-ellipsis .elementor-toc__list-item-text{white-space:nowrap;overflow:hidden;text-overflow:ellipsis}.elementor-toc__list-items--collapsible>.elementor-toc__list-wrapper>.elementor-toc__list-item>.elementor-toc__list-wrapper{display:none}.elementor-toc__heading-anchor{position:absolute}.elementor-toc__body .elementor-toc__list-item-text{color:var(--item-text-color);-webkit-text-decoration:var(--item-text-decoration);text-decoration:var(--item-text-decoration);transition-duration:var(--item-text-transition-duration)}.elementor-toc__body .elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__body .elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}ol.elementor-toc__list-wrapper{counter-reset:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item{counter-increment:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item-text-wrapper:before{content:counters(item,\".\") \". \"}<\/style>\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__924c1d6\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__924c1d6\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div id=\"elementor-toc__924c1d6\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45ac27c elementor-widget elementor-widget-text-editor\" data-id=\"45ac27c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">What Is Attribution in Digital Marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Marketing attribution, in digital marketing, is a mathematical problem that assigns recognition to an outcome. B2B marketers will see the outcome of a lead and the action in the marketing channel that resulted in conversion.<\/span><\/p><p><span style=\"font-weight: 400;\">Marketing attribution is a process that analyzes marketing activities to determine the impact they have on achieving a specific end goal. It also helps to optimize the marketing mix and makes better decisions, such as lowering acquisition costs to increase efficiency.<\/span><\/p><h2><span style=\"font-weight: 400;\">Attribution Example<\/span><\/h2><p><span style=\"font-weight: 400;\">Suppose you want to purchase an espresso coffee machine. You search on Amazon to see which products are available \u2014 you have brands such as Sage, De&#8217; Longhi, and Nespresso. You also happen to stumble upon a coffee maker from Swan, an unfamiliar brand.<\/span><\/p><p><span style=\"font-weight: 400;\">The machine is affordable and enjoys positive reviews online. However, you still doubt the product because of its novelty. You have no connection to the brand, and it would be cumbersome to return the coffee maker if it breaks or works poorly. So, you go with the Sage coffee maker and place an order.<\/span><\/p><p><span style=\"font-weight: 400;\">The Marketing Manager at Sage realizes his campaign has resulted in a sale. But should he connect the value of the sale only to his investment in the Amazon Campaign ad? No. You bought Sage coffee maker because you trusted the brand, not because of the advertisement you saw on Amazon.<\/span><\/p><p><span style=\"font-weight: 400;\">Maybe you saw the coffee machine at a retail store or in a magazine, in a TV advertisement, or your colleague&#8217;s kitchen. But how you interacted with the brand gave you the confidence that you were purchasing the right product.<\/span><\/p><p><span style=\"font-weight: 400;\">So, the marketing manager&#8217;s challenge is determining which other interactions with their brand build confidence. For instance, they\u2019d want to know if the magazine advertising influenced you to make the decision and what difference it\u2019d make to the overall sales if they remove magazine advertising altogether.<\/span><\/p><p><span style=\"font-weight: 400;\">This process is a matter of incrementality. Attribution is among the significant challenges most marketing professionals face since there are numerous communication channels to choose from, so many ways to incorporate these channels, various creative tactics to execute, and all these in a constantly changing environment.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40ec396 elementor-widget elementor-widget-template\" data-id=\"40ec396\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">Attribution is among the significant challenges most marketing professionals face since there are numerous communication channels to choose from, so many ways to incorporate these channels, various creative tactics to execute, and all these in a constantly changing environment.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52a0ed1 elementor-widget elementor-widget-text-editor\" data-id=\"52a0ed1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">Marketing Attribution Models and Software<\/span><\/h2><p><span style=\"font-weight: 400;\">Marketing attribution models are a great way to accurately predict how customers will interact with your marketing efforts before they convert. These frameworks allow you to weigh the impact of each marketing channel and its conversion rate.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">They\u2019re also crucial in measuring campaign performance. You should be familiar with specific marketing attribution models if you are a budding marketer. These models include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">The First Click Attribution Model<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">This model refers to cases where all credit is obtained through the first channel customer engages.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">Last Click Attribution Model<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">All credits go to the channel that the customer used before conversion.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">Linear Attribution Model<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">This type is when credit is given to customers at each step of their journey from point A to point B.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">The Position-Based Attribution Model<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Also known as the U-shaped Model, this one is a multi-touch option. It prioritizes the first anonymous touchpoint, which initiates the guest to your website and results in conversion.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">Last Non-Direct Attribution Model<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Direct traffic is not taken into consideration in this instance. Instead, credit goes to any channel the potential customer used before buying.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">A Time-Decay Attribution Model<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">This model is when credit gets split among all marketing touchpoints. The percentage of credit given to the last touchpoint is more significant than others.<\/span><\/p><h2><span style=\"font-weight: 400;\">How To Use Marketing Attribution Models Like a Pro<\/span><\/h2><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Research your target market and product industry<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make sure the attribution models you choose can answer questions about how your marketing efforts can help get more clients, the best campaigns to pursue, and where to invest your marketing budget<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test your marketing attribution models frequently because objectives and advertising keeps evolving<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get yourself a marketing attribution software to monitor your customer&#8217;s journey and checkpoints<\/span><\/li><\/ol><h2><span style=\"font-weight: 400;\">Top Software for Marketing Attribution<\/span><\/h2><p><span style=\"font-weight: 400;\">Many tools are available to help you leverage marketing attribution and its models. When choosing a tool, look at features, affordability, and native integration. Software that tracks customer journeys can provide insights. Here are some software types worth your consideration.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">Connecting Marketing Channels<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Many tools provide a real-time platform for conversion data that connects your sales and marketing channels. These tools can utilize data signals from marketing funnels and send them back to Google Ads API. You can track conversions and reduce the cost per action (CPA) while increasing return on advertising spending (ROAS).<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b65ee2 elementor-widget elementor-widget-text-editor\" data-id=\"4b65ee2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">Google Analytics Annotations<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Although annotations won&#8217;t provide statistical value for marketing assessments, they\u2019ll help determine the potential effects of your actions. You can use annotations to analyze traffic spikes and valleys and connect events and activities to help you understand why customers may behave differently.<\/span><\/p><p><span style=\"font-weight: 400;\">Google Analytics is, without a doubt, the most popular marketing platform. It automatically allows you to add ads, campaign annotations, google updates, and holidays. This feature will enable you to see the peak and bottom.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><h3><span style=\"font-weight: 400;\">Customer Journey<\/span><\/h3><\/li><\/ul><p><span style=\"font-weight: 400;\">Use a growth platform that tracks the customer journey. It\u2019d be best if you also credited the marketing channels influencing conversion. The platform should provide insight into how each campaign is performing across channels.<\/span><\/p><h3><span style=\"font-weight: 400;\">Conclusion: What Can You Learn From Attribution Reports?<\/span><\/h3><p><span style=\"font-weight: 400;\">Attribution in digital marketing starts by understanding the points of contact with customers and placing them in a specific sequence. The company can use one or more of these attribution models, depending on which marketing channels it operates and what purpose the analysis serves. Both single-source and multi-source models give quick insights into each channel&#8217;s credits. The algorithmic model, however, will provide more accurate information.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/33590#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>There are many advertising touchpoints, and you can find them in in-boxes, on live TV, or when you browse websites. These touchpoints help customers decide their final destination, the conversion. But it\u2019s just as crucial to understand the journey that&#8230;<\/p>\n","protected":false},"author":21,"featured_media":33816,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/ppc\/","category_name":"PPC"},{"category_link":"https:\/\/www.adcore.com\/blog\/ppc\/ppc-basics\/","category_name":"PPC Basics"}],"tags":[],"authors":[296],"article_types":[183],"staff_picks":[],"promotions":[178],"class_list":["post-33590","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-ppc","category-ppc-basics","authors-gabriala-ash","article_types-guides","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33590","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=33590"}],"version-history":[{"count":59,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33590\/revisions"}],"predecessor-version":[{"id":33823,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33590\/revisions\/33823"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/33816"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=33590"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=33590"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=33590"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=33590"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=33590"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=33590"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=33590"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}