Question: How does Long-Term Sales (LTS) differ from standard 14-day attribution?
- LTS extends the attribution lookback window from 14 days to 12 months, giving credit for any purchase a new customer makes during that period
- LTS combines immediate 14-day attributed sales with estimated future sales value by assigning monetary value to new-to-brand customer actions, calibrated against real purchase behavior over 12 months
- LTS uses predictive modeling to forecast total brand revenue for the next 12 months based on overall campaign spend and impression volume
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