Posted by John Santangelo

Web analytics and attribution management have received more attention this year as companies look to measure results with greater accuracy. However, I have yet to come across a list of vendors that offer robust analytics platforms that measure beyond the “last click wins” reporting method.  Based on my research these firms offer analytics reporting beyond the last-click wins attribution method, and some offer much more beyond that.

The Background - What is “Last Click Wins?"

Google Analytics (GA) utilizes the “last click wins” method of attribution. It’s simply a measurement model giving “credit” to the last keyword and/or referrer to your site before a conversion occurs.

Here’s a quick example: Visitor A searches Google researching a product and discovers your site because of your content and organic SEO efforts, but the visitor doesn’t buy. Later that day, Visitor A researches prices and clicks an Adwords ad, doesn’t buy, but remembers the site. Next day, Visitor A remembers your site/company name, searches it, finds Product X, and b