Thursday, 23 August 2018

You’ve started managing a Shopping campaign for a client who thinks the campaign, which attributes conversions to the first ad customers clicked before completing a conversion, isn’t providing a good return on investment (ROI). How might you use attribution models to evaluate the campaign’s performance?

Mandeep Kaur August 23, 2018

  1. Compare 2 models to see if the campaign is undervalued on a last-click basis
  2. Compare 2 models to see if the campaign is undervalued on a first-click basis
  3. Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a time decay model
  4. Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a position-based model