Last Click
Situation: A case where increasing immediate conversions is
a priority. It is most suitable for increasing the number of acquisitions in the short term. (For better or worse, it tends to be optimized for "people who are about to make a purchase.")Products with a short consideration period
Products with high conversion rates (EC, etc.)
First Click
Situation: Acquisition via advertising is on track, conversions for brand words are also increasing, and the company would like to increase awareness further.
However, because the first-click model is operated without taking into account anything beyond the first contact, it seems difficult to evaluate "how much that touchpoint contributed to the conversion." Therefore, if you use this model, the "contact-based model" (described later), which also incorporates the first click into the evaluation, seems easier to use.
Product:
A brand with a high market share in the industry
linear
Situation: This model is easy to use when the campaign objectives are not clearly defined as "acquisition measures" or "awareness measures." Each ad is evaluated equally, so average optimization is performed.
Product:
Products that require a long period of consideration (because it is expected that the customer will be exposed to multiple advertisements)
Attenuation
Situation: This is the only model that can allocate not only by "number of contacts" but also by "time to conversion". Recommended for cases where you are implementing awareness measures, but at the same time want to increase conversions as quickly as possible. Possible cases include "Although it is an awareness measure, we expect a certain number of conversions in addition to the number of IMPs and brand recognition," and "Even for awareness purposes, we expect conversions in a short span of time, such as within the current month to two months."
