Very early on, we were looking at last-click attribution through Google Analytics, looking at native reporting from the platforms or the partners that we were testing with, and then post-purchase surveys directly from our customers.
Pittson: Having multiple points of reference is really critical. Very early on, we were looking at last-click attribution through Google Analytics, looking at native reporting from the platforms or the partners that we were testing with, and then post-purchase surveys directly from our customers. If we only had one of those points of reference, then the channels and the tactics that we would have prioritized would have been very different. Having multiple lenses to view your performance through helps to construct a clearer picture of what’s working and what’s not.