Digital content is a critical part of any B2B or B2C marketing strategy. However, many marketing organizations lack visibility into the full scope of their audience journey and are unable to determine what content is influencing customers to convert. This blind spot, or missing middle, leads them to incorrectly optimize their content and web experiences based on first- or last-touch attribution or worse, on guesswork and gut feeling, resulting in waste, inefficiency, and lost revenue.

Traditional page analytics tools offer limited data points, focusing mostly on traffic, time spent, exit rates, and single session attribution. Unless content is viewed in the same session as a conversion or high-value action, it will not be credited with impacting that action.

This solution does not match the real-world audience journey, which often requires multiple content touches and spans multiple web sessions over days, weeks, or months. Because these journeys are not tracked by web analytics, marketers spend their time trying to optimize against metrics they can measure (like page views), which don’t accurately reflect effectiveness.

Knotch Pro reveals the missing middle and tracks the audience journey across first, last, and middle touches. With Knotch Pro, marketers can make decisions based on what content is actually impacting and influencing the audience journey instead of relying on proxy metrics.