You’re new to the concept of customizing attribution models in Display & Video 360 and are just learning how the available options work. What statement accurately defines your options?
- When some conversions can’t be observed and attributed directly, conversion modeling helps fill the gap.
- Conversion modeling and viewable view-through conversions (VTCs) can’t be enabled on the same attribution model.
- Enabling viewable view-through conversions (VTCs) is only possible on a Last Interaction attribution model.
- Viewable view-through conversions (VTCs) gives twice as much attribution credit to viewable impressions.
In Display & Video 360, understanding the options for customizing attribution models is crucial. One of the key features available is
conversion modeling, which plays a significant role when certain conversions cannot be directly observed or attributed. In such
cases, conversion modeling steps in to provide a mechanism for attributing value to conversions that might otherwise be
challenging to track directly. This flexibility in attribution modeling allows advertisers to optimize their campaigns more effectively,
considering a broader spectrum of user interactions and touchpoints, thus enhancing the overall understanding of campaign
performance.