Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

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Which of the following attribution models would be useful for evaluating ads and campaigns that are designed to create initial awareness about a brand?

  • First Interaction model
  • Linear model
  • Last Non-Direct Click model
  • Last Interaction Model

The Correct Answer is:

    • First Interaction model

Explanation: The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted.

When it’s useful: This model is appropriate if you run ads or campaigns to create initial awareness. For example, if your brand is not well known, you may place a premium on the keywords or channels that first exposed customers to the brand.

You can read more here: https://support.google.com/analytics/answer/1665189

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