Digital Advertising Guide

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Attribution Reporting

In the graph above, every media touch-point along a consumer's path to conversion has been given a partial value based on its contribution towards the sale: A + B + C + D = 100%. Though an individual may have converted directly from a search click, he was influenced to convert by first seeing a banner (A) and clicking on it (B), then seeing another banner (C). Since the first banner impression seen was the farthest away from the conversion action, it has been given the lowest weight. The search click, which ultimately drove the conversion, has been given the most weight.

Page 71 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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