Post impression

Post impression refers to an attribution model that does not rely on direct clicks on an advertisement when carrying out its conversion analysis, but rather tries to take into account the impact of an ad impression on a user’s final conversion. This (post-impression) effect remains quite underestimated because it is complex to measure and goes against traditional attribution models, such as the last-click model. It is however possible to measure it thanks to web testing methodologies and econometrics.

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