“According to the Quantifying the Impact of Multi-touch Attribution research paper from digital marketing technology company, Kenshoo, the last ad model undervalues Facebook advertising by 12-30 per cent compared to five other industry standard alternative attribution models: First only, prefer first, divide equally, prefer last and U-Shaped…

Kenshoo analysed campaign performance data across its clients managing ads across multiple digital marketing channels between March and May. The company employed a cost-per-acquisition metric across all advertisers, which was calculated by aggregating all recorded conversions and dividing that number in the total media cost of the ads which drove them.”

Read the full article on CMO.com