What Is the Set of Rules that Determines how Sales and Conversions Get Credited Based on Touch-Points in The Conversion Path?

What is the set of rules that determines how sales and conversions get credited based on touch-points in the conversion path?

  • Multi-Channel Funnels
  • Conversion tracking
  • Attribution modeling
  • Channel Groupings

Right Answer:

  • Attribution modeling



An Attribution model is nothing but a single or a bunch of rules that finalizes the credit for sales and conversions that are assigned to accomplish certain goals in the conversion paths. As an example, the Last Interaction model in Analytics will ascertain 100% credit to the final goals all the time, which straight away leading up to the conversion or the sales.

  • In the same way, the first interaction model helps to ascertain a completion percentage of credit to the goals that had begun the conversion paths for the campaigns.
  • The model comparison tool can also be used to see the effect of both the various attribution models on the valuation of the respective marketing options available.

With the Model Comparison tool, the number of conversions per individual marketing options available and the computed conversion value differ a lot as per the attribution model that a particular advertiser uses. A particular channel that begins the conversion paths will more likely end up with a higher Conversion Value as per the First Interaction attribution model, not exactly what the Last Interaction Attribution model would suggest.

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