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Hey friends, hope everyone is doing well and your businesses are growing as they supposed to.

Today’s topic is called “last click” and it’s a very interesting discussion right now if you are running ads for your business.

Ready?

Let’s dive in.

So what does last click mean?

This is a super important thing that you should do if you are running ads on Google and Meta.

Most businesses track the last-click attribution and give credit to the final ad that drove the sale.

This can cause confusion because you are rewarding retargeting and branded traffic, not the ads that are actually bringing new clients.

We all know that a business grows when new customers come in and I’ve seen many cases where data from the ads manager looked incredible with 10x return, but the business was not really growing on the backend because all of these were returning customers.

First-click attribution is a bit different because it shows which ads introduced customers to your brand in the first place and which channel is the top source of new customers.

Some advertisers are completely ignoring data from the ads managers and focus only on new customer acquisition while measuring other growth metrics on the backend.

Pretty clever isn’t it?

You can suggest this to your agency or your freelancer and mention tools like Wicked Reports which can help understand the both sides:

First-click what ads are bringing new clients.

Last-click where the conversion happens.

Use first-click data and build businesses that actually grow.

Why branded search looks like your best campaign but usually is not Branded search means people type your business name into Google and click your ad.

These campaigns almost always show very high returns because the customer already knows you and already wants to buy.

The ad did not create demand, it only captured it.

This is why branded search can look like your best campaign even though it brings almost no new customers.

It makes your numbers look great, but it does not grow the business.

Branded campaigns are useful for protecting your name from competitors and keeping you at the top of search results.

They are protection, not growth.

Real growth comes from campaigns that reach people who have never heard of you.

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What are you working on next week and how can I help you? 🙂 Let me know by replying to this email.

See you online,
Alex.