Twitter and a Paid Search

In this Purchase Path a consumer sees a Tweet on Twitter promoting a discount on Nike Shox at Finish Line that is valid until midnight. Then the consumer clicks on the Twitter URL, but does not buy at that point. Then they do a search for “Woman’s Nike Shox”, and click on the Finish Line sponsored link. They complete the purchase before midnight and therefore receive the advertised discount.

1. In Attribution Rule A, Twitter is treated like an ad source and therefore deserves credit for the sale the same way an advisement would. The search also led them to the purchase, so the credit is split evenly between the 2 sources.
2. In Attribution Rule B, Twitter introduced the consumer to the product and informed them of the discount. Twitter did all the work, while the search was merely for navigational purposes; therefore Twitter deserves 100% of the credit.
3. In Attribution Rule C, the last action before the purchase was a paid click, so all the credit goes to the search. Twitter is not viewed as an ad source and gets no credit for the sale.

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