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Why are my marketing ROIs inflated?
Researches have shown that over 92% of the customers do not have the intention of purchase when they first visit a brand or company’s website, and experiences have shown that customer converting after visiting a single advertisement is becoming more and rarer.
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What is an attribution model?
Attribution modeling describes various methods marketers use to properly break up and assign conversion credits to various different channels in case users take multiple website visits, via multiple channels, to arrive at the ultimate conversion behavior.
A valid attribution model for your business must cover ALL channels your users might visit your website from, or else your calculation will be inaccurate and mostly inflated.
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