Right now, we're currently running display ads through Google AdWords simultaneously with our traditional search campaigns.
In Google Analytics, we can see paths to conversion that include display impressions and/or display clicks. Using last-touch attribution for display ads doesn't show it's true value since they are more so used for awareness.
My question is, has anyone set up a system to show the true value of display advertising and its effect on search ads? If so, what was the model you used?