In this Purchase Path, a consumer searches for “Flowers” and clicks on an ad for ProFlowers, yet they don’t make a purchase. They are then exposed to 2 banner impressions. After being exposed to the banners, the consumer returns to the site and makes a purchase from ProFlowers .
- In Attribution Rule A, there are 3 ads involved (search, banner, banner), and all 3 ads contributed to the sale. Therefore credit is split evenly among the ads.
- In Attribution Rule B, you are choosing to allocate 100% of the credit to the search. There is no guarantee that the consumer saw the banners or was influenced by them, so credit goes to the more search.
- In Attribution Rule C, all 3 ads deserve credit, yet the allocation is different. It is believed the banners had some influence on the consumer, yet not as much as the search ad. Therefore the search deserves a larger portion of credit than the 2 banners