This is a write up of the panel session “Credit where Credit is due: Demystifying Attribution” at SMX London 2011.

Chris started this session by discussing the value of the keyword in terms of conversion rate and sales. This is a discussion that often uses the last click wins mentality when calculating ROI values. Attribution is often far more complex than this and this session aimed to clarify many approaches.

The following are the top tips from each presentation:

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