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 banners did not get clicked on, but they were served as impressions that were visible to the consumer. A consumer was on a website, the banner ad appeared in front of them, and they went about their business. This consumer was exposed to 2 impressions of the ProFlowers banner ad. They then decided to do a search for “flowers”; they clicked on the ProFlowers sponsored link and completed a purchase.

a) In this attribution rule, all 3 ads are equally important. Ads and impressions are equally important to the conversion and therefore deserve equal credit.

b) In this attribution rule, you believe a banner impression deserves less credit than an ad that receives a click. Therefore simply seeing the banner does not affect the conversion as much as a search click.

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In this purchase path, a banner ad for ProFlowers appears and gets clicked on it. Later on the ad appears again on another ad network, and gets clicked on again. However, there has still been no purchase. After this the consumer is on a search engine, types in the term “flowers” and finds the ProFlowers sponsored link. They click on it, and then make a purchase.

a) In this attribution rule, all ads are equally important to gaining the sale. Profit, revenue, sales conversion is divided equally among the ads

b) In this attribution rule, even though the banner got clicked on, its not as valuable as an ad or a visit. The search deserves more credit because the consumer had to proactively look for the company and pick it out from other options. Overall, banner clicks deserve less credit than search clicks.

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