In the Digital Analytics space, we are all obsessed with identifying marketing tactics that perform the best and drive the most return-on-investment via conversions. We seek to track all sorts of checkout funnels, application submissions, and newsletter sign-ups and do our best to identify what search phrases and traffic sources ultimately led visitors to those actions. But one of the most common mistakes of many analysts and marketers is to only pay exclusive attention to the assets that led to a conversion in a single session. Many people fail to realize that the conversion process can often span several sessions before a valuable action is taken.

That’s why it is important to consider conversion attribution: Did converting visitors visit the website prior to making the purchase or submitting an online application? If so, how did they initially find your website? There are countless gems that can be found in looking at these factors.

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