Given the complexity of attribution, we often employ multipliers for our clients’ campaigns to report on macro performance. These multipliers are data-driven and, depending on our clients’ tracking methods, take into account lift in direct and search traffic to the site, “Where did you hear about us?” survey responses, performance as tracked by pixeled media, or a combination of the three. We’ve found that these multipliers reflect both the life stage of the brand and the frequency of their media schedules. Higher frequency schedules and well-known brands generate more indirect traffic and therefore higher multipliers. With these multipliers, we are able to provide clients with a clearer picture of the full impact of their campaigns.