Facebook Ads Seen Significantly Undervalued by Last-Click Attribution Model

Various pieces of research (see here, here and here) have argued that social media’s role in the purchase path is undervalued by the last-click attribution model, which remain the preferred attribution model among marketers. A new study [pdf] from Kenshoo Social indicates that Facebook ads similarly suffer from undervaluation in last-click models when compared to a variety of multi-touch models, by up to 30%. (more…)