Letters: Last click isn't last word in purchase decisions

15 November 2007

Digital media spend continues to grow faster than that of any other channel, fuelled by the accountability of the medium. However, some of the attribution models that underwrite this growth can be misleading, especially the adherence to attributing transactions to the last click. This can lead to clients placing undue reliance on certain keywords.

Our research found users can make up to 90 search clicks before buying; only 17% buy after just one click. Those using fewer search terms before buying were less likely to use brand terms.

We believe in setting up brand and non-brand terms in separate accounts, so clients can understand the relative impact of both. Recent experiments that have turned off the non-brand terms have yielded significant dips in volumes, further reinforcing the fact that not just concentrating on the final click is the way forward.

From Paul Frampton, head of digital media, Media Contacts

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