In this purchase path, a banner ad for ProFlowers appears and gets clicked on it. Later on the ad appears again on another ad network, and gets clicked on again. However, there has still been no purchase. After this the consumer is on a search engine, types in the term “flowers” and finds the ProFlowers sponsored link. They click on it, and then make a purchase.
a) In this attribution rule, all ads are equally important to gaining the sale. Profit, revenue, sales conversion is divided equally among the ads
b) In this attribution rule, even though the banner got clicked on, its not as valuable as an ad or a visit. The search deserves more credit because the consumer had to proactively look for the company and pick it out from other options. Overall, banner clicks deserve less credit than search clicks.