Standard conversion reports, i.e., last-click, can lead to inaccurate evaluations of the profitability of different traffic sources, which result in the inefficient management of your campaign budgets and cause you to lose potential profits.

By using an algorithmic model for conversion attribution, you can allocate the actual number of conversions to a specific channel that brings traffic to your website. This, in turn, can let you accurately evaluate the profitability of the campaign and help you manage your media budgets.

The media optimization model uses historic data and latest research in statistics and marketing to provide recommendations for the allocation of budgets to specific campaigns. This makes it easier to ensure the optimum ratio of expected revenue to planned cost.