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Conversion Attribution

In A/B/n testing and optimization, conversion attribution allows you to determine which variation in an experiment is best performing based on the primary objective. Once the primary objective has been met by your visitors, the statistical engine will or will not attribute this success to one of the variations in the test. This is based on how the attribution has been configured for the particular test.

What is a conversion attribution model in online advertising?

Online advertising conversion attribution refers to the mechanism through which an advertiser allocates the bounty it is ready to pay for a single conversion (purchase, signup, etc.) across the online events that made that final conversion possible. See the full article for more details.

What is the attribution model in Google Analytics?

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions.

What is attribution in digital marketing?

Digital Attribution Methodologies. Attribution is the process of identifying a set of user actions (“events”) across screens and touch points that contribute in some manner to a desired outcome, and then assigning value to each of these events.

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