METHODS TO ATTRIBUTE CONVERSIONS FOR ONLINE ADVERTISEMENT CAMPAIGNS

摘要

A method attributes credit (802) for conversions to a plurality of event types. A plurality of probabilities that a single impression of each of a plurality of respective event types causes a conversion by one of a plurality of users are defined (804). A processor is used to select values for the plurality of probabilities so as to minimize a total squared error (806) based on differences between an observed outcome for each user and a respective expected outcome for each user calculated from the plurality of probabilities (808).