Last-click attribution credits all conversions to the last touchpoint—a demo request, a contact form, a direct visit to your site—that a prospect interacted with before buying. Last-click became the ...

For a long time, marketers have chased clicks. These digital interactions are used to interpret intent and behavior, with the ultimate aim of understanding us in order to sell to us better. But now ...

PPC is getting tougher – and it’s not just because of competition. Click-through rates are falling, costs are rising, and once-steady campaigns are harder to keep profitable. The real shift is ...