Account Based advertising should not only be measured on actual campaign clicks to website.

The value of having seen online advertising and then visiting a website afterwards simply by searching, typing directly or by referral from others in a buying center should also be counted.  Focusing only on campaign clicks is not attributing enough value to Account Based Advertising.

Campaign clicks are like the top of an iceberg – the most visible part of the value.

The basic nature of advertising is to influence the mind of the receiver, e.g. catch attention; change or enhance a perception and initiate a desired behavior/response. So just focusing on the click behavior is only part of the value of advertising.

Attribution analysis can be one of the tools to determine the total value. But this is often very difficult in reality because of very small data pools per account and campaigns.

We have looked across our campaigns and clients and estimate that on average 10 – 15% of the total engagement comes from clicks and that 85 – 90% can be counted to assisted engagement.

“Do not count the companies you reach, reach the companies that count.”