Will Cooper at NMA has a story about a new working group at Google looking to develop a more complete picture of how the entire online journey impacts on sales.
Clearly this is a hot area right now - I was at a buy.at event last week, and even people within affiliate marketing are looking for alternative metrics to CPA.
Getting a more accurate picture of how everything works together is very much in Google's interests as it gives them a powerful argument to cross-sell customers into their content network.
