Measuring The Offline Value Of Paid Search Clicks
The task of attributing offline orders to online clicks and ad views has long been a challenge for advertisers seeking to measure the full impact of their digital investments, including paid search spend.
While holdout tests can help to give brands an idea of the lift paid ads produce in brick-and-mortar sales and other channels’ performance, such tests can often be expensive to run, and multiple tests may be required in order to acquire significant results you can rely on.
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