The big problem with PPC attribution modeling no one is talking about
The question of which attribution model to use in paid advertising is a tough one to answer, and columnist Andreas Reiffen explains why.
Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly.
The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is.
Let me explain.