What is an attribution model?
As we have seen in the article on customer journeys, customers use various devices and touch on various channels and ad spaces before a conversion on an advertiser’s website takes place: they read an article on a consumer blog, look for products in a search engine, compare products on a price comparison site, look for vouchers and type in the name of the advertiser’s shop in their browser.
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The tracking channels give you much room for differentiation, but you you might want to differentiate even further. You might want to give a specific content blog priority over all others, or give a lower priority to a specific type of retargeting. This is possible. Please remember that every ad space on your platform can be assigned to a specific subcategory, which are assigned to a category. The categories for their part are allocated to channels. Thus, you have four different levels on which you can assign priority in your attribution model:
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Defining priorities based on touch point type
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