It was announced earlier this week that Google launched their sales funnel tracking product.  This is a positive move in the right direction because there has been complete industry reliance on last click data to optimise search campaigns. Put simply, this new data will allow brands to monitor the entire consumer search journey from research to purchase. Moreover, it will also provide insights into the length of time from first to last click and thus further inform us on the entire sales cycle.

Outrider and GroupM Search proprietary research shows that “assist” keywords play a crucial role in the success of a campaign but failure to purchase these provides a competitor a distinct advantage by not being present on these keyword impressions. These insights together with the launch of Google search funnel will provide a new and interesting way to effectively invest our client’s budgets.
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