Post-Impression Attribution
A method used in digital marketing to measure the impact of an ad that was seen but not clicked on.
Description
Post-Impression Attribution is a crucial metric in digital marketing that helps marketers understand the influence of an ad on a user's subsequent actions, even if the user did not click on the ad. This method tracks the user's behavior after they have seen an ad (an impression) and attributes any conversions or actions taken by the user back to that ad. By doing so, it provides a more comprehensive view of the ad's effectiveness, beyond just click-through rates. This approach is particularly useful for branding campaigns where the goal is to increase awareness rather than immediate clicks. It helps marketers allocate their budgets more efficiently by identifying which ads are driving actions, even if those actions aren't immediate.
Examples
- A user sees an ad for Nike shoes on a sports website but doesn't click on it. Later, they visit the Nike website directly and make a purchase. Post-Impression Attribution would credit the initial ad view for influencing the user's decision to buy.
- An individual watches a YouTube ad for a new Netflix series but doesn't click on the ad link. A few days later, they search for the series on Netflix and start watching. Post-Impression Attribution helps Netflix understand that the initial ad view contributed to the user becoming a viewer.
Additional Information
- Helps in understanding the true impact of display ads and video ads.
- Useful for assessing the effectiveness of branding campaigns and long-term marketing strategies.