In this purchase path, the consumer does a search, clicks on an ad, and on the same day makes a purchase. After their first purchase, they are now in your customer retention email program. Two days after receiving their first email, they come back to your site to buy again. They then make a third purchase a couple days later.
a) In this attribution rule, you are choosing to allocate the credit for all 3 sales to the original search ad. The argument for doing this is that you don’t value an email retention campaign as having the same effectiveness as a consumer proactively searching for a product you sell. Without the original search ad that produced the sale, they would have never been enrolled in the email program.
b) In this attribution rule, you are giving conversion credit to the ad that occurred prior to the sale, regardless of the type of ad it was. The argument for doing this is that you believe you should allocate sales back to the most recent ad that was engaged in by the consumer.
c) In this attribution rule, you believe the initial ad that got the customer in the first place deserves some credit for future sales. You also believe that the addition of the email deserves some credit as well. The argument for this rule is that the ad that introduced the consumer to your business (and their1st sale) is special and therefore deserves some % of the future sales that occur. You also believe that your email retention program deserves some form of credit for future sales