There are many ways to run a digital advertising campaign. While you can run your campaign with a “set it and forget it” mindset, this will never provide the most optimal marketing results. Continually evaluating your campaign while it is active and making fitting adjustments leads to better performance for your campaign.
One metric that can clearly define your campaign’s performance is conversions and the way you attribute them. The conversion attribution model that you choose will define how your ads get credit for conversions and help you choose which ads to optimize. Choosing the best attribution model for your business will largely depend on the goal of your marketing efforts, and there is no single right answer. Each attribution model has its own pros and cons that are worth considering. It is difficult to intelligently optimize your campaign without the right information, and the attribution model you select will dictate what information you receive from the digital platform.