What Does Your Path to Conversion Look Like?
When you buy something online, do you see an ad and immediately go to purchase that product? Probably not. If you do, either that was one really good ad (please point me in the direction of that advertiser), or maybe you need to work on your impulse purchasing habits—but, hey, we’re not here to judge—we’re here to tell you about multiple attribution models.
The point is, many consumers don’t have a clear path to conversion! It is rare that someone sees an ad and immediately purchases a product — and if they do, then they are probably already familiar with your product or brand. If that’s the case, then why do most advertisers only look at one attribution model?