This is due to giving credit to the last ad a user interacts with before they buy. This isn’t ideal when you consider the fact that most social media activity is “top of funnel”, or awareness driven.
Here they are:
1. Strategy - Community Growth
2. Strategy - Engagement
3. Strategy - Website Clicks
4. Strategy - Retargeting
Be sure to test, abandon tactics that don’t yield results, and always optimize where possible.
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