Organic Search Seen Dramatically Undervalued in Conversion Path

Last-touch attribution models drastically undervalue the contributions of organic search and non-branded organic search to multiple-interaction conversions, while overvaluing direct visits, finds a [download page] a March 2012 study from Slingshot SEO. The analysis examined 23 million multiple-interaction conversions across 30 domains throughout 2011, and compared results from using a last-touch attribution model (where the last in a series of interactions gets all the credit for a conversion) with results from using a flat multi-touch attribution model (where the value of each conversion is divided equally among each channel in the path). (more…)