Sample interview questions: Can you explain the concept of ad attribution methodologies, such as last-click or multi-touch attribution models?
Sample answer:
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Last-Click Attribution:
- This model assigns all credit for a conversion to the last ad or touchpoint that the user interacted with before making a purchase or taking a desired action.
- It is the simplest and most commonly used attribution model, but it may not accurately reflect the contribution of other touchpoints along the customer journey.
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Multi-Touch Attribution Models:
- These models take into account the role of multiple touchpoints in influencing a conversion and assign credit accordingly.
- Examples include:
- Linear Attribution: Distributes credit equally among all touchpoints in the customer journey.
- Time Decay Attribution: Gives more weight to touchpoints closer to the conversion, assuming that they had a more significant impact.
- Position-Based Attribution: Assigns more credit to the first and last touchpoints, assuming that they play a crucial role in initiating and finalizing the conversion.
- Custom Attribution: Allows advertisers to define their own rules for assigning credit, based on factors such as ad placement, campaign type, or audience segment.
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Choosing the Right Attribution Model:
- The choice of attribution model depends on factors such as th… Read full answer