Last Click - assigns 100% credit to the last interaction (in our sample: Display Ad).First Click - assigns 100% credit to the first interaction (in our sample: Organic Social).So now, how should we give credits to these touchpoints prior to purchase? There are several attribution models out there : In short: Organic Social -> Direct -> Organic Search -> Display Ad -> Purchase Finds the product, adds to cart, and performs checkout. In the same day, browses a blog using a laptop device, sees a Google display ad which contains the same product searched before - but with a discounted price, and free delivery incentive.Finds out the product is a bit too pricey. Finds the relevant product result, clicks and navigates to the site. Searches a product in a search engine while appending the name of the e-commerce site last visited. Probably saves/bookmarks/favourites a couple of products. Types in the site address in the mobile browser. After sometime, the user has an intent to browse/purchase and recalls the e-commerce site last visited.User sees an interesting organic (non-paid) post from the e-commerce Facebook page that the user follows. The journey starts from a Facebook organic post.Let's pick the 3rd (from the top) user conversion path example to elaborate more. Below is an example of an e-commerce conversion paths. It's a way to allocate credit towards marketing touchpoints that preceded a conversion within a customer journey. The same analogy or question, is applicable as well in measuring the effort attribution, efficiency, and ROI for marketing channels. So who do you give credit for the goal? The striker only? or the smart left-midfielder? or do you consider it's a team effort? How about the goal-keeper? - if he from the beginning lobs the ball directly to the striker, there's a chance that the goal probably wouldn't have happened. One-to-one with the opponent goal-keeper. Spotting a wide-open, and knowing the striker's speed, a tunel-pass is done to the striker. A threat comes from the opponent defender, so the striker passes back to the left-midfielder. Seeing an opportunity on the right side upfront, he does a long lob-pass to the running right-midfielder. He then throws it and passes to the center-back.
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