Why does the industry need to credit all levels of the purchase funnel?

The need to credit all levels of the purchase funnel is primarily linked to improving trust and accuracy in reporting. By recognizing the contributions of various touchpoints throughout the customer journey, marketers can create a more holistic view of how their campaigns are performing. This approach allows for greater transparency, as it appreciates the multiplicity of customer interactions before a purchase is made.

When every stage of the funnel is credited appropriately, there’s a clearer understanding of which channels are effectively driving awareness, consideration, and ultimately, conversion. This accurate data not only enhances reporting but also fosters trust among stakeholders, as they can see a comprehensive breakdown of performance across all marketing efforts, rather than only focusing on the final click or conversion. This ultimately leads to better strategic decisions based on a full picture of consumer interactions rather than a narrow focus, which can sometimes distort the effectiveness of marketing strategies.