Which Attribution model should the retailer choose?

An online retailer knows their incremental effect from Facebook ads from their previous Conversion Lift test. They want an always-on attribution solution that allows them to allocate its budget across publishers on an ongoing basis. The challenge is identifying a model that is as close to their true business value as possible.

Which Attribution model should the retailer choose?
A . Positional 30%
B . Even credit
C . Positional 40%
D . Time decay

View Answer

Answer: D