Question

You've found that most of your customers initially learned about your brand via a display ad. Which of the following attribution models will give credit to display ads that introduced customers to your brand? Select all that apply.

a) First Interaction attribution model
b) Last Non-Direct Click attribution model
c) Linear attribution model
d) Position Based attribution model
e) Last Click attribution model

Answer 1

The First Interaction, Position Based, and Linear attribution models will credit the display ads that introduced customers to the brand, with the First Interaction giving all credit to the display ad.

Step-by-step explanation:

The attribution models that would give credit to display ads that introduced customers to a brand include the First Interaction attribution model, the Position Based attribution model, and potentially the Linear attribution model. The First Interaction attribution model attributes 100% of the conversion credit to the first touchpoint that a customer had with your brand, which would be the display ad in this case. The Position Based attribution model splits credit for the sale at various points along the customer journey, often giving more weight to the first and last interactions. Since the display ad was the first interaction, it would receive a significant portion of the credit. The Linear attribution model gives equal credit to all the interactions the customer had with your brand leading up to the conversion, so the display ad would also receive some credit here.