Topic
Digital attribution
Everything on this subject: the terms, the procedures, the case breakdowns and the tool that does the arithmetic.
The procedures
- Isolate incremental conversions with a holdout test
- Link a TV exposure to a later app install
- Measure brand lift between exposed and control groups
- Measure the halo effect of one channel on another
- Set an attribution window for post-exposure conversions
- Split conversion credit across touchpoints with MTA
- Track conversions server-side instead of by pixel
The terms
- Assisted Conversions
- Attribution Window
- Brand Lift
- Click-Through Rate (CTR)
- Conversion Attribution
- Conversion Lift
- Cost Per Acquisition (CPA)
- Cost Per Lead (CPL)
- Halo Effect
- Incrementality
- Last-Click Attribution
- Mobile / App Install Attribution (MMP)
- Multi-Touch Attribution (MTA)
- New-to-Brand Rate
- ROAS (Return on Ad Spend)
- Reach Lift
- Server-Side Attribution
- TV-to-App Attribution
- Zero-Click Search