Leave it to a search marketing guru from online footwear marketer
Zappos, to zap the myth surrounding the “last click†of online marketing.
Okay, so the notion of sales funnels and online attribution
aren’t exactly new, but Zappos.com’s Darrin Shamo told Search Insider Summit attendees that actual conversions sometimes come much father down the line than you might have imagined.
“We look at multiple clicks within that sales cycle. Not only the last click, but the click before that, and the click before that. And sometimes
you can see a hundred clicks leading up to that sales window,†he explained.