Place in order the steps involved in building a data-driven attribution model for Search ads.

  • 1.Calculate the conversion rate for a set of paths (sequences)
  • 2.Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
  • 3.Apply the uplift to the original weighting
  • 4.Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions
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