Measure Up: Incremental Versus Ad-Attributed Sales

Mon, 15 Jul 2024 00:00:00 -0400
Leading Edge

Consider a consumer searching for sunscreen in May. She may begin with a general search for products to protect against the sun. She may see an ad for a product on TikTok or Instagram, before researching, and ultimately purchasing the product, when it goes on sale from Amazon. What part of the customer journey can be ultimately attributed for her purchase?