The Goals, Priorities and Success Metrics that Shifted for Marketers in 2016 [SOPM Report]


ROI, CPA and CPL also increased in selection percentage from 2015 to 2016. A single-touch attribution model remains the top choice for marketers in 2016. However, the percentage of single-touch users decreased by a little over 16%, while those using a multi-touch model rose to a quarter of respondents. The increase in multi-touch adoption goes hand-in-hand with the increase in the amount of channels marketers are investing in.

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The Most Common Demand Generation Mistakes That Sabotage Your Success


Top-of-the-funnel metrics like cost per click (CPC), cost per acquisition (CPA), and cost per lead (CPL) are important factors as they provide a basic indicator of how successful your programs are and can be leveraged to optimize programs, but they are not the only factors. Ultimately, proper first-touch and multi-touch attribution analysis will give you a more holistic view of how your programs are performing. Author: Joe Paone Sabotage is an interesting word.