Your company sells eyeglasses and sold 10 percent more than its target for desktop sales. Mobile’s paid search and display ads drove lots of mobile site traffic, yet that traffic doesn’t seem to convert well. Which is the best recommendation to find out whether mobile played a role in driving desktop success?

  • All that matters is that the company surpassed its sales goal. Don’t fix what isn’t broken. Keep doing exactly what you’re doing, because it’s working really well.
  • Realize the customer journey can be very long and complex, and put together a proposal to incorporate data-driven attribution.
  • Remind your company that what you should be measuring is transactions, not customer behavior. The only touchpoint that matters is the last click.
  • Assume the data is correct and advise your company to invest in the channels that are clearly performing best and reduce mobile investment.

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