Multiple ads and other touch-points contribute to a sale. The purchase orientation can start with a response to an e-mail newsletter on a mobile phone, continue with a price comparison website on a tablet and conclude with a purchase on a PC. Assists are all the visits that contributed to a sale. Shop2market is the only system that tracks assisted orders across multiple devices.
How much has an individual ad contributed to a conversion? AdCurve patented algorithm calculates the ad’s actual contribution to the sales. In this example of a customer journey, Facebook made a 21% contribution to the order. The patented algorithm calculates the contribution of an ad in real time, based on multiple factors, including:
- Quality of traffic. A significant amount of traffic contributes nothing (spam), is automated traffic, pop_under, iframes, has a very short time on site, is traffic directly on the cart page or makes very little contribution to an order.
- Relevance is the relationship the between the ad and the order. An ad for product A resulting in the sale of product A is considered to have high statistical relevance.
- Recency is the time between the ad engagement and the order. For most attribution systems this is the only factor, despite the fact that in terms of statistical research, this is one of the least important factors.