A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you're using a linear attribution model, how much conversion credit could be assigned to the last display ad?

Question

Quizplus · Accepted Answer

In a linear attribution model, credit for the conversion is distributed equally across all touchpoints. Since there are four touchpoints, each one, including the last display ad, receives $25 of the conversion credit.

A Customer Visits Your Site Four Times in a Month