New research from Adobe suggests marketers could be underestimating the impact social media has on website traffic – sometimes by more than 90 percent.

No wonder many in the  C-suite remain skeptical about social media’s “true value!”

The Adobe study specifically investigated the difference between last-click and first-click attribution models for gauging social media impacts.

Last-click attribution models credit a sale to the last place a consumer visited before converting. For example, if a consumer sees a paid search ad for a product, follows the link, and then purchase the product, the search ad will be credited with the sale.

First-click attribution models are significantly more complicated. As Adobe explains: Read more →