The report was based on an analysis using Convertro's multi-touch attribution technology of 500 million clicks, 15 million conversions, and three billion impressions that occurred in 1Q14.
In aggregate, social media ranked slightly ahead of display ads in driving conversions, but behind both affiliate marketing and email, the analysis found.
However, both social media and display advertising were found to significantly influence the middle of the path to purchase—defined in the report as after the initial interaction but before conversion (essentially, the awareness and research phase).
Below, additional key findings from the report.
Performance by Social Network
Social media platforms vary widely in where they impact the path the purchase, and how much, according to the analysis.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji