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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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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In this purchase path, there are 3 searches. First there is a search for “Running shoes”. A Finish Line ad gets clicked on, but there is no purchase. The search is then refined to “Women’s Nike Shox”, again the consumer clicks on a Finish Line ad, but does not make a purchase. Then, they search “Finish Line” (a branded term), they click on the link, and a sale occurs. However this time the product that was purchased was a pair of Oakley women’s sunglasses. The product purchased was different than the product that was previously searched for.

1. In Attribution Rule A, there were 3 ads involved before the sale. Regardless of what product was purchased, all 3 ads contributed and therefore deserve equal credit for the sale.
2. In Attribution Rule B, the product sold does not matter. However when a branded term is used at the end of a path, it is being used to navigate back to the Finish Line. The customer could’ve found the Finish Line through the address bar or bookmark, however they choose to use search again. In this instance the consumer has already decided to buy and therefore no sales credit goes back to the branded term at the end of a Purchase Path. Credit for the sale is split evenly between the first and second search.
3. In Attribution Rule C, the purchase has nothing to do with what they searched for. Therefore credit is excluded from the terms that do not relate to the product bought. All of the credit of the sale is attributed to the final ad for “Finish Line”

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In this Purchase Path a search was done and on the same day a purchase was made. Over a week later another search was done and a purchase followed 2 days later. Less than a week later, another purchase was made. If both searches are a crucial part of the sale, which one deserves more credit for the second sale- the first search or the second search?

1. In Attribution Rule A, the first search deserves more credit for the sales
2. In Attribution Rule B, the second search deserves more credit for the sales

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In this Purchase Path, on January 1, someone did a search for running shoes and clicked on a sponsored link for Finish Line. Then, two weeks later they did a more refined search and looked up Nike Women’s Shox. They didn’t purchase this time, but instead clicked on a Finish Line Sponsored link. Two weeks after this, on January 30, they searched Nike Shox Turbo VII, clicked on the Finish Line sponsored link, and this time they completed the purchase.

1. In Attribution Rule A, all ads are equally important to the sale and were each a crucial part of the purchase process. Therefore the credit is split evenly among the 3 search ads
2. In Attribution Rule B, the first ad is the most important. Without that first ad, the consumer might not have discovered Finish Line after the second and third search. If Finish Line didn’t not show up for the very general term “running shoes”, they might not have been included in their consideration set.
3. In Attribution Rule C, the last ad before the conversion gets all the credit. This could be due to the fact that the searches occurred over a month and you believe that too much time elapsed between the searches and therefore only the last ad clicked before the purchase is relevant.

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In this Purchase Path, a consumer searches for running shoes. They click on the ad from Finish Line, yet do not make a purchase. Then they type in the search term “Nike Shox Womens”, click on a Finish Line ad again, but do not make a purchase. Lastly, they use the same search term as before “Nike Shox Womens”, found the Finish Line ad again, clicked on it, and completed the purchase.

a) In this attribution rule, credit is given to the last search ad clicked before the sale.

b) In this attribution rule, there are 3 ads, and there is no differentiation between them. All the ads assisted in making the sale and therefore credit is distributed evenly among the 3.

c) In this attribution rule, since the same search term was used twice, you conclude that the second time it was used it was for navigational purposes. Therefore the 3^rd search term is excluded and credit for the sale is distributed evenly across the first 2 ads.

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In this Purchase Path, the consumer sees a banner impression for ProFlowers, later they see another banner impression. Next, the consumer searches for the branded term “ProFlowers”, they find the site and then complete the conversion.

a) In this attribution rule, all 3 (banner impression, banner impression, branded search) are weighted equally and therefore all given equal credit for the sale.

b) In this attribution rule, the banners did all the work; they introduced the problem, gave the consumer a way to solve it and are therefore completely responsible for the conversion. Although they could’ve clicked on the banner to complete the sale, they instead typed in ProFlowers. The banners however are the reason the user thought to use the branded term in the first place.

c) In this attribution rule, the ad that gets clicked on is believed to be more valuable than the banners. Both the banners are lumped together and given half the credit, while the ad that actually gets clicked get the majority of credit for the conversion.

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In this Purchase Path the consumer sees the banner impression, 30 days go by, and then they do a search and click on the sponsored link

a) In this attribution rule, you believe that the banner cannot influence and stay relevant to the consumer after 30 days. You believe credit for the conversion should be attributed to the search only.

b) In this attribution rule, you believe the banner is still responsible in part for triggering the search and therefore deserves partial credit for the conversion. The search is also responsible for a percentage of the sale.

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In this Purchase Path the consumer sees the banner impression, 10 days go by, and then they do a search and click on the sponsored link.

a) In this attribution rule, you think that a banner cannot last in a consumers mind for 10 days and therefore the entire sale is attributed to the search.

b) In this attribution rule, you believe the banner impression is responsible for some portion of the sale and had some influence on the consumer. The search term also deserves some portion of credit for the conversion. It is therefore concluded that a banner can influence a consumer 10 days after being seen.

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In this Purchase Path a banner ad was seen on a Monday. Then on Tuesday the consumer did a search, clicked on that company’s’ corresponding sponsored link, and then made a purchase.

a) In this attribution rule, due to the fact that immediately after seeing the banner, the consumer took no action, the banner gets 0% of the credit for the sale. Here, all the credit is attributed to the search term.

b) In this attribution rule, you believe that the banner impression is responsible for triggering the search and therefore warranted for a percentage of the sale. The exact split between the search and banner is not clear, but you believe the banner can stay in the consumers mind for a period of 1 day and therefore deserves some credit for the conversion.

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