True
    False  

It would be odd to hear the dealership's marketing director say, "That billboard outside of our entrance is the last piece of advertising that people see before entering our dealership. Therefore it should receive credit for every person who walks in."

Strangely enough, this is how most businesses evaluate their website traffic. Here's an example: a potential car buyer discovers a vehicle on AutoTrader.com. He notices the car is being offered by Showcase Honda. Since Showcase has been popping up on a lot of the searches he's been running, the buyer goes to Google and searches for Showcase Honda in Phoenix. As soon as he hits the home page, he calls the first phone number he sees, asks if his preferred car is still on the lot, and then makes an appointment for a test drive.

Who should get credit for that phone call: AutoTrader.com or Google? Most marketers are giving all of the credit to Google. Alert marketers are recognizing that both sources should receive a share of the credit.