In this Purchase Path, the consumer sees a banner impression for ProFlowers, later they see another banner impression. Next, the consumer searches for the branded term “ProFlowers”, they find the site and then complete the conversion.
a) In this attribution rule, all 3 (banner impression, banner impression, branded search) are weighted equally and therefore all given equal credit for the sale.
b) In this attribution rule, the banners did all the work; they introduced the problem, gave the consumer a way to solve it and are therefore completely responsible for the conversion. Although they could’ve clicked on the banner to complete the sale, they instead typed in ProFlowers. The banners however are the reason the user thought to use the branded term in the first place.
c) In this attribution rule, the ad that gets clicked on is believed to be more valuable than the banners. Both the banners are lumped together and given half the credit, while the ad that actually gets clicked get the majority of credit for the conversion.
