Yeah, on a more technical level, the issue I put to the agency was that they had the same weighting in their conversion reporting for a retargeted viewthrough as they did for a click through conversion from a source that was the only channel in a linear attribution.
The former is some nice data on steps to convert, the latter is a conversion driver - the problem is, the latter is hard and the former is easy, so ad tech agencies try and spin them as being equal since they want to push the easy "wins".
Yeah, that agency was talking bullshit. Sadly, all too common. I really wish Goog/ FB would get their shit together and allow proper measurement of them both, but it's not really in their interests to do so, sadly.
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Yeah, on a more technical level, the issue I put to the agency was that they had the same weighting in their conversion reporting for a retargeted viewthrough as they did for a click through conversion from a source that was the only channel in a linear attribution.
The former is some nice data on steps to convert, the latter is a conversion driver - the problem is, the latter is hard and the former is easy, so ad tech agencies try and spin them as being equal since they want to push the easy "wins".
Yeah, that agency was talking bullshit. Sadly, all too common. I really wish Goog/ FB would get their shit together and allow proper measurement of them both, but it's not really in their interests to do so, sadly.