🚀 Fun Facts About Attribution & Ad Spend 🚀✅ Search, Social, & Display almost always attribute the MOST conversions & LOWEST CPA – but don't be fooled!✅ CTV (Connected TV) almost always drives the highest impact on awareness, consideration, AND highest incremental lift 📈 Why?🔍 Studies show that over half of Google searches come from consumers already intending to buy. Try typing "Chipotle" into your browser—it likely gets routed through a search engine (Google, Bing, etc.). Search gets the last touch credit, ignoring the channels that actually drove awareness and consideration.📲 Social media is great at serving ads for products you were already going to buy, but it doesn't capture what sparked that interest in the first place—again, getting last-touch credit.🖥️ Display ads have far more impressions than CTV, so there's simply a higher chance they appear last before a conversion. What Does This Mean for Marketers?🚨 Many marketers focus too much on basic metrics like CTR and CPA, while neglecting impact-driving channels like CTV & Audio. ⚖️ Last-touch attribution treats a 30-second ad on a 65-inch TV the same as a banner ad you scrolled past in 0.2 seconds on your phone. 💰 In 2024, marketers spent ~$132 BILLION on just Google Search & $160 BILLION on Meta's social media entities 🤔 It's time to rethink attribution and invest in channels that actually drive consumer behavior. 💡 #Marketing #Advertising #CTV #DigitalMarketing #Attribution #AdTech #GrowthMarketing #GoogleSearch #GoogleSEO #MetaMeasurement