In this purchase path, the consumer searches for running shoes and clicks on a Finish Line ad for running shoes. They then refine the search further to look for Women’s Nike Shox, and then click on Finish Line ad. They do a final search for Nike Shox Turbo VII, click on Finish Line ad, and make a purchase.
a) In attribution rule A, you would be allocating the profit, revenue, and 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, we are giving 100% credit to the initial ad that introduced a consumer to the business. The logic for doing this is that without appearing on the first ad, the other ads might not have had a chance to play. Therefore, all credit should go to ad that introduced the searcher to your business.
c) In attribution rule C 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.