63 Digital Advertising Terms Every Marketer Should Know
DECEMBER 15, 2016
This information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns. Attribution : The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. With last-touch, the phone call gets all the credit.