Just because offline attribution is feasible, it doesn’t mean you’ll want to completely abandon online metrics like an eCPA. Tracking key online activities continues to be useful as a proxy for advertising fulfillment and should help your media team to make sure that they’re reaching the accurate target market. Additionally, each one of these online to offline attribution answers can’t be tied back to actual strategies or placements, so that you can’t use that data for optimization. Your best bet is to integrate both your online metrics with your offline attribution to continue to refine your advertisements approach and degree the impact to your bottom line.
