In this purchase path, the consumer does a search on a CSE and clicks on ad for Finish Line. They then: leave the CSE, go to a search engine, type in the company’s name, click on sponsored link and convert.
a) In attribution rule A, you would be allocating the profit, revenue, conversion credit across all ads involved in purchase equally. The argument for this rule is that every ad involved in the sale is equally important and therefore deserves equal credit.
b) In attribution rule B you are giving 100% credit to the last ad that was clicked on prior to the conversion. The argument for doing this is that you are giving credit to the ad that seems most directly responsible for the conversion.
