Place in order the steps involved in building a data-driven attribution model for Search ads.

1. Calculate the conversion rate for a set of paths (sequences)
2. Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
3. Apply the uplift to the original weighting
4. Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions

Correct Answer:

• Calculate the conversion rate for a set of paths (sequences)
• Take two paths that are similar except one keyword and compare conversion rates to determine uplift from that keyword
• Apply the uplift to the original weighting
• Run the calculation for all keywords in the sequence and determine wWhat percentage each keyword contributes to overall conversions