Comments on: Ad Tracking – Mylene Mangalindan’s WSJ Ad Vantage Story http://comparisonengines.com/2006/06/20/ad-tracking-mylene-mangalindans-wsj-ad-vantage-story/ Just another WordPress.com weblog Fri, 09 Dec 2011 18:27:04 +0000 hourly 1 http://wordpress.com/ By: Joe http://comparisonengines.com/2006/06/20/ad-tracking-mylene-mangalindans-wsj-ad-vantage-story/#comment-559 Thu, 22 Jun 2006 18:52:59 +0000 http://www.comparisonengines.com/?p=455#comment-559 Brian-
You hit upon a problem all of us in this space face. And it only gets more complicated when you’re trying to determine how much of that traffic is truly incremental. Throw into the mix offline sales and your head starts spinning.

For example, a user goes to Google, clicks on a Shopping.com paid or algo link, visits the merchant site, sees a local newspaper ad, goes to the merchant’s physical store and buys the product. Which channel gets credit for that sale? And with all the cookies being dropped by all these channels, how does a merchant attribute the sale? First cookie or last cookie wins? And was that sale truly incremental or would you have gotten it anyway?

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