Position-Based Attribution Model Explained in Digital Advertising
· 1h ago · Originally reported by PPC Land
Position-based attribution is a method that assigns 40% of conversion credit to both the first and last ad interactions, with the remaining 20% distributed among the middle touchpoints. This approach helps marketers understand which ads play key roles in driving conversions.
Why it matters
Attribution models like this help advertisers allocate budgets more effectively by showing which ads influence customer decisions the most.
Explain it like I’m new here
It's like giving most of the credit for winning a game to the first and last players, and sharing the rest with everyone else who played.
Terms in this story
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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