Understanding path to conversion

“To think that the exact referrer that ended up in a phone call is the only one responsible for an incoming lead, is like thinking that a goal scorer in football assisted himself and was in the game all alone.”
With time and experience, we understood that there’s a lot more than the phone call data that matters into online advertising – it’s understanding the user journey in its wholeness, from research to purchase. Sometimes, the path to conversion could be quite straight – a user would go directly to your website, browse around and educate themselves, make a decision on what service they would like to purchase from you, and eventually pick up the phone and pay.
But what happens when path to conversion is not that straightforward?
Our own Niclas Staberg takes a look into this on our Community Tips and Tricks.