A few months ago, I wrote an article titled Attribution: What It Is And Why It’s Important where I discussed two types of attribution: operational and project based attribution.
For this post, I want to go one step further and explain how you can use several different types of technologies for operational and project-based attribution. The tables below should help you select the most appropriate technology based on your own attribution needs.
Operational attribution allows an advertiser to see all the steps or clicks that led to conversion in real-time and continuously attributes conversion credit across the team of ads. The three most common technologies used for operational attribution are display ad servers, website analytics and advertising analytics.