07 Oct '17, 2am

The big problem with PPC attribution modeling no one is talking about

Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly. The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is. Let me explain. The point of attribution Marketing managers have a lot of options when it comes to how they spend their PPC budgets. Getting the right balance between online channels can be tricky because not every channel drives a direct sale. We should…figure out how to accurately calculate the true value of each transaction before we go about attributing value to the touch point that led us there. Some channels, like ...

Full article: https://searchengineland.com/big-problem-ppc-attribution-...

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