You’ve Started Managing A Shopping Campaign For A Client Who Thinks The Campaign, Which Attributes Conversions To The First Ad Customers Clicked Before Completing A Conversion, Isn’t Providing A Good Return On Investment (ROI). How Might You Use Attribution Models To Evaluate The Campaign’s Performance?

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  • Compare 2 models to see if the campaign is undervalued on a last-click basis
  • Compare 2 models to see if the campaign is undervalued on a first-click basis
  • Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a position-based model
  • Compare 2 models to decide whether to optimize the campaign’s automated bid strategy for a time decay model

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