How to prove (or disprove) that your blog drives revenue

How to prove (or disprove) that your blog drives revenue

A payroll software company poured budget into a blog that "obviously" didn't sell anything. Last-click revenue from blog pages was nearly zero. Leadership wanted to cut it.

The assisted-conversion playbook:
— Build a segment: users whose first session landed on a blog URL
— Track that cohort forward to any purchase in a 30-day window
— Compare their eventual conversion rate to non-blog first-touch users
— Pull the path exploration to see what they visited before buying
— Quantify revenue where blog was first touch, not last

The blog cohort converted at 3.1% versus 1.9% for everyone else, and represented $61k in first-touch revenue. Last click had hidden all of it because people returned via search or direct to buy.

Lesson: cutting a channel by last-click is cutting the introduction because you only credited the handshake. Check first touch before you swing the axe.