Looking at last-click conversions as a measure of mobile ad effectiveness is about four years out of date, said Jason Pellegrino, head of mobile ads, Google Australia. More sophisticated measurements are needed today due to the rise of mobile Web usage. "What is happening is rather than an individual moment that matters in acquiring a customer and driving them straight to a conversion, across the purchase journey there are a lot more 'micro-moments' that matter ... abilities to engage with potential customers along the way and convince them to work towards your product or service down the chain," Pellegrino said.

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