Download secondary conversion analysis (English version)
Several studies (e.g. Stanford) show that only 15 to 20% click on the banner when there was a serious interest aroused. The problem is that all “advanced” tracking tools are only able to measure situation A. Thus, 80 to 85% of the conversions taking place are initiated by the mobile advertising campaign, through secondary channels. Listed, users can purchase the product through Google, through directly entering the URL of the advertiser, via ‘second screen’ (laptop or tablet for example) or simply doing this at a later time.
How can we prove this secondary conversion?