Our default attribution model is a Blended Last Touch Attribution with a priority on clicks.
AdRoll's default model that gives 100% of credit to the last touch with a priority on clicks over views. In this model, a conversion will be attributed to AdRoll as a click-through-conversion (CTC) if the conversion happened after a click within the lookback window selected in our dashboard’s attribution settings or as a view-through-conversion (VTC) if the conversion happened following an impression.
The default lookback windows (which are fully customizable) are:
- Retargeting: Click last 30 days, View last 7 days.
- Brand Awareness: Click last 30 days, View last 30 days.
In this model, a conversion will be attributed to AdRoll as a click-through-conversion (CTC) if the conversion happened after a click within the lookback window selected in our dashboard’s attribution settings or as a view-through-conversion (VTC) if the conversion happened following an impression.
Example including retargeting and email touchpoints:
AdRoll’s AI and Machine Learning models are optimized to drive incremental revenue versus clicks. Just because someone clicks on an ad does not mean they are going to convert. Focusing on reaching your target audience at each key moment of influence throughout their journey leads to incremental revenue versus optimizing towards clicks leads to conversions from consumers who were already likely to convert.
| Pros | Cons | Best used for |
|---|---|---|
| A blended attribution model provides the performance data needed to judge the true impact of display campaigns. Focusing solely on clicks ignores the influence of other channels. With this model, you take into consideration the value of previous touchpoints in the customer journey. | AdRoll's default model can be more complex to assess than single attribution models. It is not ideal for direct response campaigns or very short sales cycles. | More granular reporting with views and clicks; allows you to test new creatives and placements to ensure your strategy is built on a foundation of understanding your customers’ needs. |
You can find the active model under the Campaign Attribution tab of your dashboard > Settings.
To learn more, check out Campaign Attribution Dashboard.