Online payment specialist Paysafe wanted to understand the true value and ROI of each marketing channel, with a particular focus on programmatic display activity.
We extracted session path data from GA360 to invalidate impressions or touchpoints at the start of long paths. Different combinations of valid path length and different durations of lookback windows were explored, providing a far better understanding of how display was assisting conversion.
We found that anything greater than the chain length of 5 interactions led to an increase in "invalid" conversions. By removing these and creating a new standard in reporting assisted conversion for display, we were able to demonstrate the true value of display to the business.