Abstract: Systems and methods for measuring conversion probabilities of a path types for an attribution model includes, identifying by a processor, paths taken by visitors to visit a website. The paths correspond to a sequence of events that cause a visitor to visit the website. The processor can identify as paths, for each path, subpaths corresponding to each visit to the website. The processor computes a total path count for each path type. The processor identifies, for each path type, a conversion path count indicating a number of paths taken by visitors that resulted in a conversion at the website. The processor calculates, for each path type, a probability of conversion and then provides the calculated probability of conversion for a given path type for an attribution model used in assigning attribution credit to events of a path.
Type:
Grant
Filed:
December 11, 2013
Date of Patent:
December 26, 2017
Assignee:
Google LLC
Inventors:
Bozhena Bidyuk, Chao Cai, William Patrick Kee, Richard Edward Little, David Earl Barney, Stefan Schnabl