Traditional internet advertising is based on registering impact according to the maxim “last click wins”. This method is still the most applicable, but a new and advanced way of measuring effect provides a far more accurate picture of consumer behaviour.

Path-to-Conversion, from the digital marketing company Adform, now makes it possible to see all the actions a user performs before he or she makes an online purchase.

Before a person buys a product, they will usually click on a couple of banner ads, search for the product name by Googling it a few times and perhaps even compare prices.

This is the sort of traffic which can now be revealed in all its detail using Adform’s online tool Path-to-Conversion. In addition to more insight into its customers’ daily lives, an advertiser can also allocate its advertising budget more effectively, with a higher ROI as a result.

“Path-to-Conversion makes it possible to see all the influences a user is exposed to prior to a sale. Thus, we now have a far more complete picture of ‘the consumer journey’, allowing us to service our clients more precisely and intelligently when allocating advertising budgets,” says Paw Saxgren, Digital Director at the Mindshare media agency.

Path-to-Conversion is one of the most advanced measurement solutions on the market, and for a period has been used as a test tool by Mindshare in Denmark.