To more fully capture mobile's contribution to a sale, advertisers need to consider what?

To accurately assess mobile's value, advertisers must look beyond just the last click. Mobile often plays a significant role earlier in the customer journey, influencing research and discovery, even if the final conversion happens on a desktop or in a physical store. Focusing solely on the last click undervalues these crucial touchpoints and can lead to underinvestment in mobile advertising. While the first and last click provide more data than just the last, a comprehensive view requires understanding all interactions. Customer intent is a factor to consider, but it's a characteristic of the customer, not a measurement of mobile's contribution to a sale.