Adobe® Digital Index

Grasp the untapped value of social media

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Why marketers aren’t giving social the credit it deserves

Digital Index analyzed 1.7 billion visits to media, retail, and travel sites to understand social media’s impact on website traffic. The analysis showed that the last-click attribution models typically used by marketers underestimate social media’s value. First click attribution showed social media’s value to be nearly twice as high—a significant difference that could change how marketers invest.

Read this report to learn:

  • How using first click attribution could change social media investment decisions
  • What social platforms media, retail, and travel marketers should pay attention to
  • Why metrics developed for search, display, and email can undervalue social


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