10 Nov '17, 2pm

Searching for the Perfect Attribution Model by @Wrodarczyk

Linear Model: Attributes the same share in conversion to all interactions; Time Decay Model: Attributes more value to interactions which take place in the shorter time before conversion; Position Based Model: Assigns 40 percent of conversion value to both first and last interaction, and the remaining 20 percent is divided equally between the middle interactions; Data Driven Model: Algorithmic model which analyzes all conversion paths in the account and assigns relevant values to interactions depending on their importance to the conversion process (available in Analytics 360, and in simplified version also in AdWords and DoubleClick Search).

Full article: https://www.searchenginejournal.com/perfect-attribution-m...

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Searching for the Perfect Attribution Model

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