We recently asked the Clickable community, including marketers, agencies, newsletter subscribers and Blog readers: “Are you interested in attribution models to optimize your investment in online advertising?” Among 183 respondents, 46% say they have an attribution model and an additional 18% are exploring them. But attribution models are complex, which may explain why 23% reported not knowing what an attribution model is, and another 10% reporting no interest.

Attribution tools enable marketers to credit exposures beyond the last click. For example; marketers can choose to spread credit evenly for a sale across all clicks involved in the customer journey, or to credit any banner exposure twice as much as any text ad.

Whether you advertise on a search or display network there is valuable information to be gleaned about all ads that eventually lead your customers to convert. Proper attribution can help you go beyond the last click, and can provide you with a 360-degree view of the conversion path.

But the fundamental question remains:  What is the ‘right’ way to create the model?  When a user clicks on three different ads before making a purchase, should equal credit be given to all three ads? Or should the largest amount of credit be given to the last click? Do you have experience implementing attribution models? We would love to hear your thoughts.

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