When the customer journey becomes longer, this model will not work. In our specific example, the conversion will be the result of the Google Display Network banner campaign, sent newsletters and Picodi. Is it right? Certainly not. These ads would never have been displayed to our client without prior exposure to the brand a month earlier. This model will work well when selling products where the purchasing path is not particularly long and the decision-making process lasts about a week.
Also work well for remarketing campaigns. Attribution model – Equal value 1. Attribution model – Equal value 2. Attribution model – Equal value This Phone Number attribution model most fairly distributes credit for conversions. Contact points are counted and the conversion is assigned to the source that appeared most often. In our client's case, it will be Facebook because it appeared three times on our conversion path.
Fairly Yes and no. This model will certainly work well for purchases that require a longer time to make a decision. It is worth using it in the case of e-commerce stores offering expensive products. Positional model 30 or 40% Attribution model – positional distribution 40% Attribution model – positional distribution 30% Very interesting models that attribute the greatest share of conversion to the first or last interaction with the brand.