The Goals, Priorities and Success Metrics that Shifted for Marketers in 2016 [SOPM Report]
DECEMBER 29, 2016
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.