When a shop receives an order, analytics solutions will “attribute” that order to one of the online advertising solutions used by the shop.

Attribution is normally informed by cookies left by the channels on the visitors computer or device, and most attribution models will attribute the order to the last cookie, which is usually the last ad the visitor clicked on before completing the purchase.

We know however that each order is the result of multiple customer touch-points, and that the Customer Journey can be a lot more complicated than simply the last ad that the visitor clicked on before completing an order.

When your shop receives an order, AdCurve uses our Contribution Algorithm to analyze all the assisting touch-points, and attribute the order to the channel that was the most valuable in creating that order.