by Justin Lafferty, Inside Facebook

“Josh Dreller, director of marketing research at Kenshoo, commented on the study’s findings:

‘As Facebook continues to become even more of an essential component of the marketing mix, it’s critical that all advertisers be aware of the costly oversight inherent in the Last Ad model. The use of multi-touch attribution helps to accurately quantify the value of Facebook ads within a cross-channel campaign and helps marketers optimize spend to boost ROI.'”

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