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A Thorough Look at Attribution
Here is a great article explaining the pitfalls of common attribution models. I found it very helpful.
[Full Article](https://www.bonsai.llc/blog/attribution-should-be-practical)
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5 Replies
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This is a great article. Thanks for sharing.
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Good post, thanks
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Good article. Will share with an associate
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Recently I had an ad campaign that was spending like crazy on mobile, but all sales were attributed to desktop. I did a device bid adjustment to slow down mobile ads to trim the budget. Desktop sales dropped. Sometimes we all need to be reminded of these old truths in this business.
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Author has used an anecdotal example in the article “I see a product I like on Facebook, then search it 2 weeks later”
Why don’t we actually look into our data and see what the usual consideration period is for our product? Or better yet, what’s the general time lag to purchase on GA from 1st session —> purchase. This will give us a better indication of what our attribution window will look like…think Louie Vuitton longer consideration and H&M less consideration.
It’s not ideal since GA is cookie based and click based so we can’t track impressions but it’s a better model than assuming you’re going to remember a product 2 weeks later after an impression, especially when consumers attention spans are at all time lows and Facebook’a definition of an impression is shaky at best.
Decent article with some good points but doesn’t do much to alleviate the attribution issue many organisations face. The suggestion the author has used I believe is an exception to the rule unless the end user is highly motivated to purchase the product.
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