·         It gives more credit to clicks that happened closer to the conversion.
·         It uses the linear model to credit conversions equally across all clicks on the path.
·         It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which touchpoints were most critical to the conversion.
·         It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.

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