Attribution

Attribution is the technique used to measure the monetary impact a piece of communication has on real business goals. For example: sales (volume and total), profit, revenue and retention. The application of attribution modelling in digital advertising allows marketers to understand what events (e.g. display ad exposure, active search, search ad exposure, price comparison site) truly influence individuals to convert and thus allocate credit to different formats and tatics within the customer path to purchase. Early attribution models include first-touch and last-touch attribution. Models broadly recognised as more accurate include, but not-only, multi-touch linear, multi-touch time decay and multi-touch algorithm-based.

 

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