A car rental company needed to scale new customer acquisition efforts beyond retargeting, but struggled to evaluate the efficacy of mid-and upper-funnel tactics with a last-touch attribution model.
Attribution modeling & conversion path analysis showed:
62% of conversions came from multi-touch pathways
Lower funnel tactics like retargeting had higher empirical CPAs since last-touch attribution was erroneously allocating all credit to these tactics
Conversely, ‘true’ CPA of upper/mid funnel tactics was about 2x-2.5x lower than the CPA based on last-touch attribution
Upper/mid-funnel tactics can have comparable empirical CPA / ROI to lower funnel tactics and are thus an important component of a comprehensive multi-tactic programmatic ad campaign.