Attribution Management » AMF 2: Banner Clicks and Impressions http://www.attributionmanagement.com The process of tracking, assembling and properly valuing the entire team of online ads and marketing initiatives that lead to a conversion. Mon, 26 Jul 2010 18:01:52 +0000 http://wordpress.org/?v=2.8 en hourly 1 Are banner clicks equal to search clicks? http://www.attributionmanagement.com/2009/02/are-banner-clicks-equal-to-search-clicks-2/ http://www.attributionmanagement.com/2009/02/are-banner-clicks-equal-to-search-clicks-2/#comments Fri, 06 Feb 2009 20:54:04 +0000 ClearSaleing http://www.attributionmanagement.com/?p=700

In this Purchase Path, a consumer does a search for flowers and clicks on the Pro Flowers sponsored link. Later, they are exposed to 2 banners. However this time when they are exposed to the banners, they click on them which leads to 3 site visits from the advertising.

  1. In Attribution Rule A, all ads equally contributed to the sale and therefore split the credit evenly.
  2. In Attribution Rule B, all 3 ads deserve credit; however search deserves a larger percentage.
  3. In Attribution Rule C, the search gets 100% of the credit for the sale. The search ad is more has a larger impact than the banners even though they got clicked on.

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]]> http://www.attributionmanagement.com/2009/02/are-banner-clicks-equal-to-search-clicks-2/feed/ 0 Are banner impressions equal to ad clicks? http://www.attributionmanagement.com/2009/02/are-banner-impressions-equal-to-ad-clicks/ http://www.attributionmanagement.com/2009/02/are-banner-impressions-equal-to-ad-clicks/#comments Fri, 06 Feb 2009 20:50:56 +0000 ClearSaleing http://www.attributionmanagement.com/?p=694

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 .

  1. 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.
  2. 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.
  3. 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

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