What is a reason many advertisers end up undervaluing mobile’s contribution to conversions?

1. They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.
2. No one has figured a way to “see” mobile’s contribution yet.
3. Many in traditional retail are not mobile users.
4. They don’t use AdWords.

100% Correct Answer

• They use a last-click attribution model to measure performance, which ignores clicks earlier in the conversion path that may come from other devices.