From the course: Marketing Attribution and Mix Modeling

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Click windows and view-through conversions

Click windows and view-through conversions

From the course: Marketing Attribution and Mix Modeling

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Click windows and view-through conversions

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- [Instructor] Click-based models are well-trusted because they're less likely to give too much credit. After all, someone clicked on the ad. However, viewing an ad can also convince you to buy, even if you don't click. For example, we all watch TV ads and see billboards, and that shapes our behavior, even though there's no way to click. So how do we properly attribute value to view-through and what window do we count the value of views, and for that matter, clicks? A click-through window is a window in which a user clicks on an ad and then any sales or conversions which happen within that window, typically seven or 30 days after the click, will be credited to that ad. So a view-through window is the same thing, but this is only when the user sees an ad, but doesn't click. So any sales or conversions which happened within a specified window of time after that view, usually one day, will be credited to that ad. Let's…

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