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Why You Should Care About Attribution Originally Posted on the Adometry M2R Blog This is a guest post by Brian Sim, Product Marketing Manager, Marin Software Attribution is sometimes perceived as being too complex, too technical, and too cold. However, when you look beyond the advanced-level math that goes into attribution algorithms and consider consumer behavior and buying tendencies, the importance of attributing revenue across the customer purchase path becomes very apparent. Consider your own purchase behavior. How many steps did it take to get you from awareness to purchase the last time you bought something? Chances are it took you at least a few steps to get from �I think I could use a new lawn mower� to deciding �This 200cc self-driving, side-discharge robot lawnmower is the exact one that I need, and I�m going to purchase it this weekend because there�s going to be a seasonal sale.� With that in mind, the next logical question is, based on your customer journey, do you think ...

Move beyond last click attribution in AdWords People often see many ads across different devices before making a purchase, booking a flight, or signing up for an account. Because of this, advertisers know that last click attribution may not always tell the full story. In 2014, we released the Attribution Modeling Tool in AdWords to share insights about how users interact with your ads. Later this month, you�ll be able to integrate the attribution model of your choice with your conversion data and bidding. For each conversion type, use a simple drop�down menu in Conversion settings to select one of six different attribution models �� last click, first click, linear, time decay, position�based, or data driven. When you pick a new model, credit will be reassigned across the conversion path for all search or shopping ad clicks on Google.com, and your conversion stats will change moving forward. You can adjust bids based on your new way of counting conversions, and if you�re using automated...

Measuring Super Bowl 50’s Top TV Ads with TV Attribution Each year, hundreds of millions of us gather around TVs to watch America�s big game � the Super Bowl. And for many, the TV commercials are at least or maybe even more interesting than the game itself. Companies annually spend millions of dollars trying to entertain us or tug at our heartstrings. For these advertisers, it is straight up, unabashed brand advertising. Not that there�s anything wrong with that. However, other advertisers are looking to accomplish something much different. The goal of their ads is to pique your interest, get you to find out more about the product, and yes, maybe even make a purchase. In a word, their success is based on creating �intent.� Unfortunately, understanding the impact of TV advertising based on consumer response has historically been difficult at best. Enter the second screen. According to a recent report by Accenture , 87% of consumers use a second screen device (laptop, tablet, phone) whil...