What is an attribution model?

  • The rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths
  • A code that gets generated and stored on a website visitor’s computer when they visit your site
  • An online advertising method in which marketers place ads on search engine results pages (SERPs)
  • The use of artificial and machine learning to buy ads in real-time, instead of going through human negotiations and pre-set prices
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