You’ve started managing a Shopping campaign for a client who thinks the campaign, which attributes conversions to the first ad customers clicked before completing a conversion, isn’t providing a good return on investment (ROI). How might you use attribution models to evaluate the campaign’s performance?

  • Compare 2 models to see if the campaign is undervalued on a last-click basis
  • Compare 2 models to see if the campaign is undervalued on a first-click basis
  • Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a position-based model
  • Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a time decay model
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