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Top 100 models11/7/2022 ![]() ![]() In this particular sale, the Direct and Email channels would receive the most credit because the customer interacted with them within a few hours of conversion. In the Time Decay attribution model, the touchpoints closest in time to the sale or conversion get most of the credit. In the Linear attribution model, each touchpoint in the conversion path-in this case the Paid Search, Social Network, Email, and Direct channels-would share equal credit (25% each) for the sale. ![]() In the First Interaction attribution model, the first touchpoint-in this case, the Paid Search channel-would receive 100% of the credit for the sale. In the Last Google Ads Click attribution model, the last Google Ads click-in this case, the first and only click to the Paid Search channel -would receive 100% of the credit for the sale. In the Last Non-Direct Click attribution model, all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting-in this case, the Email channel. In the Last Interaction attribution model, the last touchpoint-in this case, the Direct channel-would receive 100% of the credit for the sale. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase. She returns one week later by clicking over from a social network. A customer finds your site by clicking one of your Google Ads ads. ![]()
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