In this Purchase Path, a consumer did a search on a Monday and bought some peanut butter. Then a week later, they did another search and bought a complimentary product, jelly. Which search gets credit for the sales?
- In Attribution Rule A, you believe the first search should get credit for the sale of the peanut butter. However because the 2 products bought are so closely related, the first search should get credit for the sale of the jelly also.
- In Attribution Rule B, the first search gets credit for the first sale and a percentage of the credit for the next sale as well. The second search also deserves a portion of the credit, but not as much as the first.
- In Attribution Rule C, you do not believe in lifetime ad value and think that each search gets credit for only the sale that directly follows it.