By default, Google Analytics assigns credit to the last touch point prior to conversion. But it is rare that a user converts the first time they encounter your brand - which is where the Influencers come into play.
Influencers are the channels that nurture your relationship with your customer and lead to that final conversion. They provide a unique and important value, but are often ignored in performance reporting.
In this American Marketing Association webinar we will show you how to use Google Analytics to identify and protect the influencers, leading to smarter marketing decisions.