Measuring the Impact of Behavioral Retargeting

Click-based conversions are pretty simple. A display ad is served to a consumer who's abandoned your website. A conversion occurs when a shopper clicks through the ad and makes a purchase. The online vendor then claims credit for the sale and is paid the bounty.

View-based conversions are when a consumer abandons your site, is served an online ad and later makes a purchase from you, but doesn’t directly click on the ad to make the transaction. That customer may have received many other marketing messages from you — ranging from catalogs to emails to other online ads — during the time that cookie is active. In this instance you pay an agreed upon attribution percentage for a view-based order, which ranges from 8 percent to 25 percent of all the view-based orders.