Intermediate · 25 min · 5 steps
Which ad should get the credit for a sale?
Vikram Singhania, Marketing Attribution Analyst at StyleLoom Apparel
It is Wednesday, 10:00 AM. Vikram Singhania is a marketing analyst at StyleLoom Apparel, an online clothing brand that spends over ₹40,00,000 a month on Google Ads, Meta Ads and YouTube videos. He has come to the quarterly review. The team must decide how to spend next quarter's ad budget of ₹1.2 crore, and two leaders disagree.
The question
When a shopper sees several ads before buying, which ad deserves the credit, and how does it change if we credit the first ad, the last ad, or all of them equally?
- JOIN with a condition
- ROW_NUMBER
- Attribution
- Window functions
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