It’s ACCOUNTABILITY, not “Attribution”, for advertising.
Advertising vendors, agencies, verifiers, and consultants are all aflutter about attribution. Whatever.
It’s not just coming down to “last click”, or “multi-click” . . . because that all sounds like the 21st Century version of “Who’s On First”. And it is. In fact, it's more like a paternity test on Maury Povitch! Sheesh. Who sold the car? Who is the "father" of the sale??
So, let’s cut to the chase. Open the envelope.
I know damn well “who sold the car”, and so do you: Your dealership sold the car.
Advertising never sold a car. Ever.
For advertising, yes, attribution is very important, but it is only a part of ACCOUNTABILITY. You spent money, and did the advertiser deliver what they promised? That is THEIR accountability. And did YOU do what you needed to do with whatever traffic--online and in the store, leads, calls, floor--that came into your showroom? THAT is YOUR accountability.
So, attend to your calls, leads, and showroom traffic. Pay attention to what your advertising is doing for traffic, and measure it every way possible.
And don’t be led astray by a singular focus on “attribution”. That will get you nowhere but with a smiling advertising vendor telling you, on a good month, that THEY sold the car, and on a bad month that YOU failed.
Baloney. ACCOUNTABILITY of advertising, and of YOUR dealership, including far more than attribution of clicks, is where it’s at for sales success.
Your dealership sold the car. And you can tell them I told you that without an "advertising DNA test".
P.S. Much more to come from me on this soon.