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Since the beginning of digital marketing, last click attribution has been the default setting when it comes to tracking a conversion in Google AdWords, partly due to the tracking limitations during those first few years. Time-decay attribution gives more credit to clicks that happened closer in time to the conversion, with credit for older clicks losing influence over a week Position-based attribution gives 40% of credit to both the first and last clicked ads and corresponding keyword, with the remaining 20% spread out among the other clicks on the conversion path. Data-driven attribution, which is still in beta, distributes credit for the conversion based on past data for this conversion action, so it’s a best guess when solid statistics aren’t available.

This is a re-marketing campaign, which tags a user after visiting a website and enables advertisers to serve ads to already-interested prospects. Here’s why: Prospects are no longer spending solid blocks of time on their desktop computers researching your college or univiersity; they’re now shopping in “micro moments. You’re virtually guaranteed to reach your target audience by running a remarketing campaign with just Facebook and Google Display Network (GDN). Also, remarketing ads can be purchased at a much lower cost per click than the average pay-per-click text ad ($0.34 vs. a pay-per-click average of $1.80 within the education industry).

To be very clear: Facebook does not (and never has) counted video views that lasted less than 3 seconds as a “video view” within its audience metrics. Facebook has also never charged advertisers for video views lasting less than 3 seconds—and that has been part of their public advertising policy. The real issue here, and what resulted in a cover story in the Wall Street Journal, is that Facebook’s definition of “Average Duration of Video” did not include the terminology about excluding views under 3 seconds like their other metric definitions do. In an official statement, Facebook writes: We had previously *defined* the Average Duration of Video Viewed as “total time spent watching a video divided by the total number of people who have played the video.