In this Purchase Path a banner ad was seen on a Monday. Then on Tuesday the consumer did a search, clicked on that company’s’ corresponding sponsored link, and then made a purchase.
a) In this attribution rule, due to the fact that immediately after seeing the banner, the consumer took no action, the banner gets 0% of the credit for the sale. Here, all the credit is attributed to the search term.
b) In this attribution rule, you believe that the banner impression is responsible for triggering the search and therefore warranted for a percentage of the sale. The exact split between the search and banner is not clear, but you believe the banner can stay in the consumers mind for a period of 1 day and therefore deserves some credit for the conversion.