How should we adjust our attribution models based on the performance of different custom audiences?

Adjusting attribution models based on the performance of different custom audiences involves tailoring your approach to accurately attribute conversions and sales to the most effective touchpoints within the customer journey for each audience segment. Here's how you can adjust your attribution models effectively:

1. **Understand Audience Behavior**: Analyze the behavior and characteristics of different custom audience segments. Some segments may respond quickly to ads (resulting in immediate conversions), while others may require multiple interactions before converting.

2. **Segment-Specific Attribution Models**: Consider using different attribution models for each custom audience segment based on their typical behavior and journey:
   - **First Click**: Attribute conversions to the first interaction with your ad. This model is useful for understanding which ads initially attract customers from specific segments.
   - **Last Click**: Attribute conversions to the last interaction before a conversion. This model helps identify which ads are most effective in closing sales or conversions for each segment.
   - **Linear**: Distribute credit equally across all touchpoints in the customer journey. This model provides a balanced view of how ads contribute to conversions across different stages.
   - **Time Decay**: Give more credit to touchpoints closer to the conversion. This model is suitable if your audience segments tend to have shorter decision-making cycles.

3. **Multi-Touch Attribution**: Implement multi-touch attribution models to capture the entire customer journey and understand the role of each touchpoint in influencing conversions for different audience segments:
   - **Position-Based**: Assign more weight to the first and last interactions, with the remaining credit distributed evenly among intermediate touchpoints. This model is useful for segments where awareness-building and final conversion actions are critical.
   - **Custom Weighting**: Customize attribution rules based on segment-specific behavior patterns observed in your data. For example, give more weight to certain touchpoints or channels that are more influential for specific segments.

4. **Compare Across Segments**: Compare the performance of different attribution models across your custom audience segments. Identify which models provide the most accurate representation of how each segment interacts with your ads and converts.

5. **Iterative Optimization**: Continuously optimize your attribution models based on ongoing performance analysis and insights:
   - Adjust attribution weights or rules based on changes in audience behavior or market conditions.
   - Incorporate new data and insights from A/B testing, audience segmentation analysis, and campaign experiments.

6. **Use Advanced Tools and Platforms**: Utilize advanced analytics tools and platforms (e.g., Google Analytics, Facebook Analytics, marketing automation platforms) that offer flexible attribution modeling capabilities and integration with your ad performance data.

7. **Integrate CRM Data**: Integrate CRM data to gain a comprehensive view of customer interactions beyond digital touchpoints. This integration helps in attributing offline sales or long-term customer value to specific audience segments.

By adjusting your attribution models based on the performance of different custom audience segments, you can gain deeper insights into how ads influence conversions and optimize your advertising strategies to maximize ROI for each segment.