In this Purchase Path, the banners did not get clicked on, but they were served as impressions that were visible to the consumer. A consumer was on a website, the banner ad appeared in front of them, and they went about their business. This consumer was exposed to 2 impressions of the ProFlowers banner ad. They then decided to do a search for “flowers”; they clicked on the ProFlowers sponsored link and completed a purchase.
a) In this attribution rule, all 3 ads are equally important. Ads and impressions are equally important to the conversion and therefore deserve equal credit.
b) In this attribution rule, you believe a banner impression deserves less credit than an ad that receives a click. Therefore simply seeing the banner does not affect the conversion as much as a search click.
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