Most online marketers attribute success/conversion events to the last click and make subsquent marketing decisions based on these metrics. This is not the best way to measure an online advertising campaigns true impact on the target audience as their are many more touch points that drove the final click.
Currently there isn't a turn key solution for conversion attribution but Omniture, Atlas, double click and probably plenty more vendors are out there touting it and have it on their road maps for the near term.
Conversion Attribution
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