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Home / Google Mobile Advertising Exam Answers / To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

To more fully capture mobile’s contribution to a sale, advertisers need to consider what?

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To more fully capture mobile’s contribution to a sale, advertisers need to consider what?
  • Customer intent
  • Just the last click
  • The first and last click
  • More than just the last click

Correct answer is:

  • More than just the last click

Explanation: The path to conversion on mobile is different from desktops and tablets in every way but intent — mobile has different functionality, context, even screen size. And the full value of mobile goes beyond the last click. Traditional digital key performance indicators (KPIs) like cost per acquisition (CPA) and return on ad spend (ROAS) can’t fully capture mobile’s impact on the customer journey. Marketers need to consider everything.

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