In what situations can this happen to you? For example:

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Of course, attribution models in retargeting campaigns also give rise to several challenges.

Marketers need to understand how each of their touchpoints works and how much to invest in each activity.

For example, using multiple vendors to run a display campaign might result in more conversions. However, it is difficult to determine which is the strongest traffic source.

One thing you need to be clear about: attributing success is not synonymous with buy a uae number choosing the best retargeter. What is important is determining the best way to allocate marketing budgets in the long term.

That is, by investing more in meeting specific objectives, you can reduce spending on those providers that you have discovered to be performing better. And all thanks to the choice of attribution models in retargeting campaigns.


Imagine that a user accesses your online store through a promotional search. Once in your e-commerce, they show interest in a pair of sneakers, but ultimately do not make the purchase.
A week later, the same user clicks on an ad launched by a retargeting campaign . And on the same day, he interacts again with one of your last personalized emails. At the end of the day, he returns to your online store through the second ad and buys the sneakers.
Can you determine which of the two ads/retargeters caused the sale? Which of the two should you invest more revenue into?

It all depends on how you attribute success to each one, and that is calculated using attribution models in retargeting campaigns.

1.- First direct click
first-direct-click

The most common attribution models in retargeting campaigns are the first three you will learn about.

First click is also one of the easiest models to understand and apply. It means that the first source that brought the user to your website, regardless of what they did on it, should be 100% credited for that conversion.

However, very often this can lead to confusing and erroneous conclusions. As you know, the customer journey does not start and end with the first interaction, in fact it can take a long time until the final conversion is made.

It is generally recommended to use this attribution model when launching campaigns or ads to promote a product or brand.

2.- Exponential decay
exponential decay

This is another attribution model that you can apply to retargeting campaigns. It is a model that attributes a greater value to impacts closer to the conversion. Therefore, the first interaction or the first click becomes the channel with the lowest attribution.

Its duration is 7 days. Interactions that occur seven days before the conversion receive half the value of those that occur on the same day. Likewise, the value given 14 days before will get a quarter.