Below is a sample of 5 leads. These leads came back to the site—either using autofill or manual entry—and ended up converting. If we only looked at last-click models in tools like GA4, all these conversions would just show up against direct. But we know these leads didn’t just appear out of nowhere. These leads are the result of our marketing efforts. By taking a closer look at the journey, we can find out: + what channels drove activity + what pages leads looked at + how long it took them to convert + the number of touchpoints involved With this extra context, we can better understand what’s really working to drive conversions and make smarter moves to keep growing. P.S. Tracking touchpoints isn’t always straightforward. With tracking challenges and shifting user behavior—like people seeing ads but not clicking right away—it can get a bit tricky. Impression attribution modelling can be a solution, and we’ve put together a detailed guide on how it works: https://lnkd.in/eb59qEuT Enjoyed this post? Hit the 🔔 for more content like this. #GoogleAnalytics #GA4
