In this Purchase Path, a consumer lives in a zip code where you know a television ad had run. There is no guarantee that the consumer saw the ad, but it aired in their viewing area. They search the term Nike Running Shoes, click on a Finish Line ad, but do not make a purchase. Later, they search Nike Shox and click on a Finish Line ad again and this time they make a purchase.

a) In this attribution rule, there are 3 ads involved before the sale, so the credit is distributed evenly among the 3.

b) In this attribution rule, there is no guarantee that the TV ad was seen, so it is not given as much credit as the search terms. The TV ad gets a certain percentage, but it is less than the credit given to the 2 search ads that were clicked.

c) In this attribution rule, the TV ad is not given any credit for the conversion simply because there is no proof that the customer saw it. The 2 search terms however can be tracked and are therefore deserving of equal credit of the conversion.

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