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. The consumer clicks on the Twitter URL, but does not buy at that point. They go to the address bar and type in the URL for the Finish Line and proceed to the site. Again, they complete the purchase before midnight and thus receive the advertised discount.
- In Attribution Rule A, credit is split evenly between Twitter and the address bar.
- In Attribution Rule B, Twitter is given all of the credit, either because it is seen as a valuable advertising source and therefore fully responsible, or because you don’t choose to credit the address bar.
- In Attribution Rule C, Twitter does not get credit. The use of the address bar implies that it should be counted as a direct visit and a direct sale. Twitter is excluded from receiving credit for the sale, and the address bar get 100%.