Place in order the steps involved in building a data-driven attribution model for Search ads.
- 1. Calculate the conversion rate for a set of paths (sequences)
- 2. Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
- 3. Apply the uplift to the original weighting
- 4. Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions