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Research: Facebook and KenshooJosh Dreller – Director Marketing Research, Kenshoo

Rob Creekmore – Attribution Lead, Facebook

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RECENT CLIENT PERFORMANCE

Q2 vs. Q1, 2013

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MULTI-TOUCH ATTRIBUTION

August, 2013

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First ClickResult: the First Ad model attributed

30% more value to Facebook than the Last Ad model.

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Divide EquallyResult: the Divide Equally model

attributed 16% more value to Facebook than the Last Ad model.

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Prefer FirstResult: the Prefer First model attributed 20% more value to

Facebook than the Last Ad model.

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Prefer LastResult: the Prefer Last model attributed 12% more value to

Facebook than the Last Ad model.

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U-ShapedResult: the U-Shaped model attributed 15% more value to Facebook than the

Last Ad model.

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Josh.Dreller@Kenshoo.com