To understand the impact that digital marketing has made on our lives, imagine purchasing anything today without it.

No Internet to do online research or shopping. No smartphones to text friends or scan bar codes and QR codes in the store for more information and competitive pricing. No tablets to seek out user reviews or ask acquaintances for opinions via social media.

The fact is the digital world is inextricably intertwined with our lives. According to Google, 90% of media interactions today are screen-based. That number includes TVs, PCs, smartphones, and tablets. More significantly, Google also says that 67% of us start shopping on one device and continue on another.

Smart marketing dictates that you invest your money where it will do the most good. But how do you know where that is?

Historically, retailers have used the "last click" to measure their campaigns. Whether the purchase was made online at home or in a store, the last action the consumer took before making a purchase is the one given sole credit for the sale.

The reality, however, is that often many clicks on many different devices contribute to a sale. Attributing a sale to the last click is like saying the waiter is responsible for the quality of the food in a five-star restaurant.

Here are three reasons why you need to be able to accurately attribute the sale to all the marketing efforts that contributed to it.

1. Every transaction today is faster

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image of Kurt Anagnostopoulos

Kurt Anagnostopoulos is co-founder of KeywordFirst, a digital marketing firm and Google partner.

LinkedIn: Kurt Anagnostopoulos