Marketo-DG2DA
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PART IX: MEASUREMENT<br />
ATTRIBUTION<br />
Last Non-Direct Click<br />
Attribution: In this<br />
attribution model, direct<br />
traffic is disregarded and 100% of the<br />
credit goes to the channel that the<br />
customer engaged with before the<br />
sale. In this case the email channel<br />
would get 100% of the attribution.<br />
This model is helpful to marketers<br />
looking to see where traffic is<br />
coming from before conversion.<br />
Last AdWords Click<br />
Attribution: This is a model<br />
that is specific to Google<br />
AdWords, but you could adapt it for<br />
other advertising platforms. The last<br />
AdWords click—in this case the only<br />
click from Google—would receive<br />
100% of the credit for the sale. This<br />
model helps marketers identify and<br />
credit their AdWords ads that closed<br />
the most conversions.
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