With so many online marketing channels available, consumers are frequently driven to the same website many times during the research and buying process. These customers will usually arrive at the site from a different channel on each occasion. Traditionally online marketers have attributed the entire value of a sale to the last click the customer made. This is not a truly accurate measurement as all other clicks in the buying process are not credited for their assistance in driving the sale.
Yahoo and a small selection of price comparison sites already track and record “assists” to help marketers better understand how their campaigns are helping with the conversion process.