In this Purchase Path, a consumer searches for running shoes. They click on the ad from Finish Line, yet do not make a purchase. Then they type in the search term “Nike Shox Womens”, click on a Finish Line ad again, but do not make a purchase. Lastly, they use the same search term as before “Nike Shox Womens”, found the Finish Line ad again, clicked on it, and completed the purchase.
a) In this attribution rule, credit is given to the last search ad clicked before the sale.
b) In this attribution rule, there are 3 ads, and there is no differentiation between them. All the ads assisted in making the sale and therefore credit is distributed evenly among the 3.
c) In this attribution rule, since the same search term was used twice, you conclude that the second time it was used it was for navigational purposes. Therefore the 3rd search term is excluded and credit for the sale is distributed evenly across the first 2 ads.
