A time-based attribution model assigns a percentage of credit up or down based on the proximity of the touchpoint to the sale.
[Tweet “The time decay model attributes greater value to interactions that occur closer to the time of purchase, rather than those that occurred initially.”]
Attribution for remarketing ads
Adding stricter attribution models makes remarketing with Google and Facebook much easier to track ad performance and meet your goals.
The initial Facebook ad brings them to your website and austria whatsapp number database allows you to retarget again. Subsequent ads, whether on Google or Facebook, can be designed to move visitors from your website to purchase.
Using a last-touch attribution model allows you to credit each ad for its role in the sales pipeline, regardless of whether they run on Facebook or Google. Giving credit to the last touchpoint before the sale makes it easier to track and assign credit for the sale.
Your Google ads, aided by UTM parameters and a conversion pixel set to fire for a sales conversion, would record the purchase.
Your initial Facebook ads won't count the sale because their goal was engagement on your content . And besides, the Facebook ad would never be able to know that the sale didn't happen because it wasn't designed to do that.