Many analytics solutions will attribute an entire order to the very last touch-point in the customer journey, and measure this as a “Conversion Rate”. This conversion rate takes the total number of conversions (orders), and divides by the total number of visits.
For example, if I’ve received 10 orders, from 200 visits, I can divide 10 by 200 to get a conversion rate of 5%.
With this attribution model an advert focused on the orientation phase, simply introducing a product to customers, could have been a major contributing factor in an order I’ve received, but would have a very low conversion rate.
Adcurve instead keeps track of every touch-point along the Customer Journey (link), and calculates the real value that each publisher is contributing to your campaigns.
If you need any further support with this topic, or if something is missing from our article, please don't hesitate to start a chat with us at any time using the Intercom button in the bottom right of your screen.