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This article explains the principle of lifetime (also called “progressive”) attribution. It is particularly relevant for platform users managing advertisers that have a long term relationship with their customers, such as online bankers and telecom service suppliers.
Summary
Progressive attribution is a method which allows you to make sure costs or commission are attributed to the proper ad space even if the customer journey is fragmented due to a lengthy registration process or customers switching devices.
Progressive attribution concept
Watch this video what progressive attribution is all about: Youtube Links
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Applying progressive attribution
Progressive attribution is applied on the level of a conversion target. It requires you to do the following:
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