{"id":1693,"date":"2025-06-11T12:39:05","date_gmt":"2025-06-11T04:39:05","guid":{"rendered":"https:\/\/www.buygoogle.cc\/blog\/?p=1693"},"modified":"2025-06-11T13:36:27","modified_gmt":"2025-06-11T05:36:27","slug":"%e9%81%bf%e5%85%8d%e8%a2%ab%e6%ac%ba%e9%aa%97%ef%bc%8c%e5%bf%85%e9%a1%bb%e4%ba%86%e8%a7%a3%e7%9a%84-7-%e4%b8%aa%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e5%ae%9a%e4%b9%89","status":"publish","type":"post","link":"https:\/\/www.buygoogle.cc\/blog\/?p=1693","title":{"rendered":"\u907f\u514d\u88ab\u6b3a\u9a97\uff0c\u5fc5\u987b\u4e86\u89e3\u7684 7 \u4e2a\u8425\u9500\u5f52\u56e0\u5b9a\u4e49"},"content":{"rendered":"<div class=\"bialty-container\">\n<p><span>\u6211\u4ece\u4e8b\u8425\u9500\u5206\u6790\u9886\u57df\u8fd1\u4e8c\u5341\u5e74\u3002\u6700\u8fd1\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u9879\u76ee\u6b63\u5728\u6295\u8d44\u66f4\u590d\u6742\u3001\u66f4\u6666\u6da9\u7684\u6d4b\u91cf\u7b56\u7565\u3002<\/span><\/p>\n<p><span>\u8fd9\u5bf9\u4e8e\u7a0b\u5e8f\u548c\u6574\u4e2a\u884c\u4e1a\u6765\u8bf4\u6700\u7ec8\u90fd\u662f\u6709\u5229\u7684\uff0c\u4f46\u662f\u5bf9\u5206\u6790\u7684\u4e0d\u5b8c\u5168\u7406\u89e3\u4f1a\u5bfc\u81f4\u5f88\u5bb9\u6613\u88ab\u6b3a\u9a97\u3002\u00a0<\/span><\/p>\n<p><span>\u65e0\u8bba\u662f\u5ba1\u8ba1\u5176\u4ed6\u673a\u6784\u7ba1\u7406\u7684\u8d26\u6237\uff0c\u8fd8\u662f\u542c\u53d6\u8425\u9500\u5408\u4f5c\u4f19\u4f34\u5728\u8054\u5408\u5ba2\u6237\u7535\u8bdd\u4e2d\u7ed9\u51fa\u7cdf\u7cd5\u7684\u5efa\u8bae\uff0c\u6211\u5df2\u7ecf\u770b\u5230\u5f88\u591a\u5e73\u53f0\u3001\u673a\u6784\u751a\u81f3\u5185\u90e8\u56e2\u961f\u90fd\u5728\u7be1\u6539\u4ed6\u4eec\u7684\u7edf\u8ba1\u6570\u636e\uff0c\u4ee5\u626d\u66f2\u201c\u7ee9\u6548\u201d\u6765\u4e3a\u81ea\u5df1\u8c0b\u5229\u7684\u4f8b\u5b50\u3002\u00a0\u00a0<\/span><\/p>\n<p><span>\u6709\u4ec0\u4e48\u89e3\u836f\uff1f<\/span><\/p>\n<p><span>\u4e86\u89e3\u6d4b\u91cf\u672f\u8bed\u2014\u2014\u5b83\u4eec\u7684\u5b9a\u4e49\u3001\u610f\u4e49\u3001\u5b9e\u9645\u5e94\u7528\u7684\u4f8b\u5b50\u4ee5\u53ca\u4e0d\u826f\u884c\u4e3a\u8005\u5e38\u7528\u7684\u64cd\u7eb5\u5b83\u4eec\u7684\u65b9\u5f0f\u3002<\/span><\/p>\n<p><span>\u5728\u672c\u6587\u4e2d\uff0c\u6211\u5c06\u91cd\u70b9\u4ecb\u7ecd\u4e00\u4e9b\u6700\u5e38\u89c1\u7684\u672f\u8bed\u3002<\/span><\/p>\n<h2 id=\"h-what-is-attribution\" class=\"wp-block-heading\"><span>\u4ec0\u4e48\u662f\u5f52\u56e0\uff1f<\/span><\/h2>\n<p><span>\u5728\u6211\u4eec\u8ba8\u8bba\u5f52\u56e0\u53ef\u4ee5\u88ab\u64cd\u7eb5\u7684\u65b9\u5f0f\u4e4b\u524d\uff0c\u8ba9\u6211\u4eec\u5148\u5b9a\u4e49\u5f52\u56e0\u672c\u8eab\uff1a<\/span><\/p>\n<p><span>\u5f52\u56e0\u662f\u5c06\u8f6c\u5316\u529f\u52b3\u5f52\u4e8e\u7279\u5b9a\u8425\u9500\u6e20\u9053\u6216\u63a5\u89e6\u70b9\u7684\u8fc7\u7a0b\u3002\u5b83\u53ef\u4ee5\u5e2e\u52a9\u60a8\u4e86\u89e3\u54ea\u4e9b\u8425\u9500\u6e20\u9053\u5e26\u6765\u4e86\u6700\u591a\u7684\u8f6c\u5316\uff0c\u4ee5\u4fbf\u60a8\u53ef\u4ee5\u76f8\u5e94\u5730\u5206\u914d\u8425\u9500\u9884\u7b97\u3002<\/span><\/p>\n<p><span>\u73b0\u5728\uff0c\u8bdd\u867d\u5982\u6b64\uff0c\u5185\u90e8\u56e2\u961f\u3001\u90e8\u95e8\u548c\u673a\u6784\u90fd\u6709\u5f88\u5927\u7684\u52a8\u529b\u53bb\u5c3d\u53ef\u80fd\u5730\u5c55\u73b0\u5f71\u54cd\u529b\uff0c\u6709\u4e9b\u751a\u81f3\u4f7f\u7528\u4e0d\u4e25\u8c28\u7684\u6280\u672f\u6765\u5938\u5927\u6570\u5b57\u3002<\/span><\/p>\n<p><span>\u4ee5\u4e0b\u662f\u60a8\u9700\u8981\u4e86\u89e3\u7684\u4e03\u79cd\u5f52\u56e0\u6a21\u578b\u548c\u76f8\u5173\u56e0\u7d20\u3002\u00a0<\/span><\/p>\n<h2 id=\"h-1-multi-touch-attribution-mta\" class=\"wp-block-heading\"><span>1. \u591a\u70b9\u89e6\u63a7\u5f52\u56e0\uff08MTA\uff09<\/span><\/h2>\n<p><span>\u8fd9\u79cd\u5f52\u56e0\u65b9\u6cd5\u5c06\u8f6c\u5316\u5f52\u56e0\u4e8e\u591a\u4e2a\u8425\u9500\u63a5\u89e6\u70b9\u3002\u5e38\u89c1\u7684\u5f52\u56e0\u6a21\u578b\u5305\u62ec\u6700\u540e\u63a5\u89e6\u3001\u6700\u540e\u63a5\u89e6\u3001\u7ebf\u6027\u3001\u8870\u51cf\u4ee5\u53ca\u4e00\u76f4\u6d41\u884c\u7684\u9ed1\u7bb1\u3001<\/span><a href=\"https:\/\/searchengineland.com\/data-driven-attribution-google-387552\"><span>\u6570\u636e\u9a71\u52a8<\/span><\/a><span>\u3002\u00a0<\/span><\/p>\n<h3 id=\"h-why-it-is-important\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u53ef\u4ee5\u5e2e\u52a9\u60a8\u4e86\u89e3\u6709\u52a9\u4e8e\u8f6c\u5316\u7684\u6240\u6709\u8425\u9500\u6e20\u9053\u7684\u5f71\u54cd\u3002<\/span><\/p>\n<h3 id=\"h-example\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>\u5047\u8bbe\u5ba2\u6237\u5728\u5468\u4e00\u70b9\u51fb\u4e86\u4e00\u4e2a Google \u5e7f\u544a\uff0c\u5728\u5468\u4e8c\u70b9\u51fb\u4e86\u53e6\u4e00\u4e2a\uff0c\u5e76\u5728\u7b2c\u4e8c\u4e2a\u5e7f\u544a\u4e0a\u8fdb\u884c\u4e86\u8f6c\u5316\u3002\u7b2c\u4e00\u6b21\u70b9\u51fb\u5c06\u8ba1\u5165\u5468\u4e00\u7684\u5e7f\u544a\uff0c\u6700\u540e\u4e00\u6b21\u70b9\u51fb\u5c06\u9009\u62e9\u5468\u4e8c\u7684\u5e7f\u544a\uff0c\u5176\u4ed6\u6a21\u578b\u5c06\u6839\u636e\u5176\u903b\u8f91\u4e3a\u6bcf\u4e2a\u5e7f\u544a\u8d4b\u4e88\u4ef7\u503c\u3002<\/span><\/p>\n<h3 id=\"h-how-it-is-gamed\" class=\"wp-block-heading\"><span>\u5982\u4f55\u535a\u5f08<\/span><\/h3>\n<p><span>\u901a\u5e38\uff0c\u5f53\u60a8\u6d4f\u89c8\u4e0d\u540c\u7684\u6a21\u578b\u76f4\u5230\u770b\u5230\u9002\u5408\u60a8\u7684\u6545\u4e8b\u7684\u6570\u5b57\u65f6\uff0c\u5c31\u4f1a\u53d1\u751f\u8fd9\u79cd\u60c5\u51b5\u3002\u00a0<\/span><\/p>\n<ul class=\"wp-block-list\">\n<li><span>\u5982\u679c\u60a8\u6b63\u5728\u8fd0\u884c\u4e0a\u5c42\u6f0f\u6597\u5e7f\u544a\u7cfb\u5217\uff0c\u8bf7\u8f6c\u5411\u66f4\u591a\u65e9\u671f\u63a5\u89e6\u5f52\u56e0\u3002\u00a0<\/span><\/li>\n<li><span>\u5982\u679c\u60a8\u6b63\u5728\u8fdb\u884c\u91cd\u5b9a\u5411\u3001\u7535\u5b50\u90ae\u4ef6\u6216\u54c1\u724c\u641c\u7d22\u6d3b\u52a8\uff0c\u8bf7\u8f6c\u5230\u540e\u7eed\u7684\u5f52\u56e0\u6a21\u578b\uff08\u5305\u62ec\u4ecd\u7136\u5f88\u5e38\u89c1\u7684\u6700\u540e\u63a5\u89e6\u6a21\u578b\uff09\u3002\u00a0<\/span><\/li>\n<\/ul>\n<p><strong><span>\u6ce8\u610f<\/span><\/strong><span>\uff1a\u5bf9\u4efb\u4f55\u9ed1\u76d2\u6a21\u578b\u90fd\u5e94\u6301\u6000\u7591\u6001\u5ea6\uff0c\u56e0\u4e3a\u5b83\u4eec\u5f88\u5bb9\u6613\u4ea7\u751f\u4e3b\u89c2\u6027\u3002\u4f8b\u5982\uff0cGoogle Analytics \u4e2d\u7684\u6570\u636e\u9a71\u52a8\u9009\u9879\u5b8c\u5168\u6709\u52a8\u673a\u7ed9\u4e88 Google \u6bd4\u5176\u4ed6\u4ed8\u8d39\u5a92\u4f53\u6e20\u9053\u66f4\u591a\u7684\u4fe1\u4efb\u3002\u8bf7\u8bb0\u4f4f\uff0c\u5c3d\u7ba1 MTA \u6bd4\u5355\u70b9\u5f52\u56e0\u597d\u5f97\u591a\uff0c\u4f46\u5b83\u6ca1\u6709\u8003\u8651<\/span><a href=\"https:\/\/searchengineland.com\/3-ways-search-marketers-can-prepare-for-the-big-cookie-crumble-437207#h-3-incrementality-measurement-lift-tests-and-media-mix-modeling\"><span>\u589e\u91cf<\/span><\/a><span>\u3002<\/span><\/p>\n<p><strong><em><span>\u6df1\u5165\u6316\u6398\uff1a<\/span><a href=\"https:\/\/searchengineland.com\/googles-attribution-model-shake-up-3-solutions-for-advertisers-429937\"><span>\u8c37\u6b4c\u5f52\u56e0\u6a21\u578b\u53d8\u9769\uff1a\u4e3a\u5e7f\u544a\u4e3b\u63d0\u4f9b 3 \u79cd\u89e3\u51b3\u65b9\u6848<\/span><\/a><\/em><\/strong><\/p>\n<h2 id=\"h-2-marginal-efficiency-vs-avg-return\" class=\"wp-block-heading\"><span>2. \u8fb9\u9645\u6548\u7387\u4e0e\u5e73\u5747\u56de\u62a5<\/span><\/h2>\n<p><span>\u8fb9\u9645\u6548\u7387\u662f\u6307\u60a8\u5728\u8425\u9500\u4e0a\u82b1\u8d39\u7684\u6bcf\u4e00\u7f8e\u5143\u6240\u4ea7\u751f\u7684\u989d\u5916\u6536\u5165\u3002\u51e0\u4e4e\u6240\u6709\u5a92\u4f53\u652f\u51fa\u90fd\u9075\u5faa\u5bf9\u6570\u5f62\u56de\u62a5\u66f2\u7ebf\u3002<\/span><\/p>\n<h3 id=\"h-why-it-is-important-0\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>\u5f53\u8fb9\u9645\u6210\u672c\u7b49\u4e8e\u8fb9\u9645\u6536\u5165\u51cf\u53bb\u8fd0\u8425\u6210\u672c\u65f6\uff0c\u8f6c\u5316\u4e0d\u518d\u5177\u6709\u76c8\u5229\u6027\u3002\u4e86\u89e3\u8fd9\u4e2a\u6570\u5b57\u6709\u52a9\u4e8e\u60a8\u66f4\u660e\u667a\u5730\u9009\u62e9\u60a8\u613f\u610f\u63a5\u53d7\u7684 CPA\u3002\u00a0<\/span><\/p>\n<h3 id=\"h-example-0\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>\u5982\u679c\u4e00\u4e2a\u7a0b\u5e8f\u82b1\u8d39 100 \u7f8e\u5143\u5b9e\u73b0 10 \u6b21\u8f6c\u5316\uff0c\u5219\u5e73\u5747 CPA \u4e3a 10 \u7f8e\u5143\uff0c<\/span><strong><span>\u4f46<\/span><\/strong><span>\u6bcf\u6b21\u8f6c\u5316\u7684\u6210\u672c\u90fd\u6bd4\u524d\u4e00\u6b21\u8f6c\u5316\u66f4\u9ad8\u3002\u00a0<\/span><\/p>\n<p><span>\u8fd9\u610f\u5473\u7740\u8f6c\u5316\u8d39\u7528\u4e00\u5f00\u59cb\u6bd4\u8f83\u4fbf\u5b9c\uff0c\u7136\u540e\u9010\u6e10\u53d8\u8d35\u2014\u2014\u6240\u4ee5\uff0c\u5c3d\u7ba1\u6bd4\u4f8b\u4e0d\u5fc5\u5b8c\u5168\u76f8\u540c\uff0c\u4f46\u5927\u7ea6\u6709\u4e00\u534a\u7684\u8f6c\u5316\u8d39\u7528\u4f4e\u4e8e 10 \u7f8e\u5143\uff0c\u800c\u53e6\u4e00\u534a\u5219\u66f4\u9ad8\u3002\u00a0<\/span><\/p>\n<h3 id=\"h-how-it-is-gamed-0\" class=\"wp-block-heading\"><span>\u5982\u4f55\u535a\u5f08<\/span><\/h3>\n<p><span>\u4ee5\u524d\uff0c\u6211\u542c\u5230\u8c37\u6b4c\u7684\u4e00\u4f4d\u526f\u603b\u88c1\u8bf4\u8fc7\uff0c\u201c\u563f\uff0c\u5982\u679c\u4f60\u6bcf\u6b21\u8f6c\u5316\u80fd\u8d5a 50 \u7f8e\u5143\uff0c\u90a3\u4e48\u4f60\u5c31\u53ef\u4ee5\u8d5a\u94b1\uff0c\u76f4\u5230\u4f60\u7684\u5e73\u5747\u6bcf\u6b21\u8f6c\u5316\u8d39\u7528\u8d85\u8fc7 50 \u7f8e\u5143\uff0c\u6240\u4ee5\u52aa\u529b\u8fbe\u5230\u90a3\u4e2a\u6c34\u5e73\uff01\u201d\u00a0<\/span><\/p>\n<p><span>\u7136\u800c\uff0c\u7531\u4e8e\u6211\u4eec\u77e5\u9053\u5176\u4e2d\u4e00\u534a\u7684\u652f\u51fa\u5c06\u7528\u4e8e 50 \u7f8e\u5143\u4ee5\u4e0a\u7684\u8f6c\u5316\uff0c\u56e0\u6b64\u8fd9\u4e9b\u66f4\u6602\u8d35\u7684\u8f6c\u5316\u5c06\u4e0e\u66f4\u4fbf\u5b9c\u7684\u8f6c\u5316\u6346\u7ed1\u5728\u4e00\u8d77\u3002\u00a0<\/span><\/p>\n<h2 id=\"h-3-non-incremental-conversion-measurement\" class=\"wp-block-heading\"><span>3.\u975e\u589e\u91cf\u5f0f\u8f6c\u6362\u6d4b\u91cf<\/span><\/h2>\n<p><span>\u975e\u589e\u91cf\u8f6c\u5316\u662f\u5373\u4f7f\u60a8\u6ca1\u6709\u5f00\u5c55\u4efb\u4f55\u8425\u9500\u6d3b\u52a8\u4e5f\u4f1a\u53d1\u751f\u7684\u8f6c\u5316\u3002<\/span><\/p>\n<h3 id=\"h-why-it-is-important-1\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>\u8bc6\u522b\u975e\u589e\u91cf\u8f6c\u5316\u6709\u52a9\u4e8e\u60a8\u51c6\u786e\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u7684\u5f71\u54cd &#8211; \u5e76\u66f4\u6709\u6548\u5730\u5206\u914d\u9884\u7b97\u3002<\/span><\/p>\n<h3 id=\"h-example-1\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>\u5982\u679c\u60a8\u62e5\u6709\u4e00\u6279\u5b9a\u671f\u8d2d\u4e70\u60a8\u4ea7\u54c1\u7684\u5fe0\u5b9e\u5ba2\u6237\uff0c\u90a3\u4e48\u5373\u4f7f\u60a8\u6ca1\u6709\u5f00\u5c55\u8425\u9500\u6d3b\u52a8\uff0c\u60a8\u4ece\u8425\u9500\u6d3b\u52a8\u4e2d\u4ea7\u751f\u7684\u90e8\u5206\u8f6c\u5316\u4e5f\u4f1a\u53d1\u751f\u3002\u00a0<\/span><\/p>\n<p><span>\u5bf9\u4e8e\u901a\u8fc7\u4e0a\u5c42\u6f0f\u6597\u8425\u9500\u5efa\u7acb\u79ef\u6781\u77e5\u540d\u5ea6\u7684\u54c1\u724c\u6765\u8bf4\uff0c\u8bb8\u591a\u76f4\u63a5\u53cd\u5e94\u8425\u9500\u6d3b\u52a8\u4e5f\u662f\u5982\u6b64\uff1a\u5373\u4f7f\u6ca1\u6709\u770b\u5230\u76f4\u63a5\u53cd\u5e94\u5e7f\u544a\uff0c\u8bb8\u591a\u5ba2\u6237\u4e5f\u4f1a\u8d2d\u4e70\u3002<\/span><\/p>\n<h3 id=\"h-how-it-is-exploited\" class=\"wp-block-heading\"><span>\u5982\u4f55\u5229\u7528\u5b83<\/span><\/h3>\n<p><span>\u6211\u4eec\u7ecf\u5e38\u770b\u5230\u54c1\u724c\u641c\u7d22\u6d3b\u52a8\u548c\u91cd\u5b9a\u5411\u6d3b\u52a8\u88ab\u8fc7\u5ea6\u91cd\u89c6\uff0c\u56e0\u4e3a\u5373\u4f7f\u6ca1\u6709\u7528\u6237\u770b\u5230\u6216\u4e0e\u8fd9\u4e9b\u5e7f\u544a\u4e92\u52a8\uff0c\u8fd9\u4e9b\u8f6c\u5316\u4e5f\u4f1a\u53d1\u751f\u3002<\/span><\/p>\n<p><span>\u5176\u4ed6\u88ab\u8fc7\u5ea6\u8ba4\u53ef\u7684\u60c5\u51b5\u5305\u62ec\uff1a\u00a0<\/span><\/p>\n<ul class=\"wp-block-list\">\n<li><span>\u65e0\u9700\u6392\u9664\u8bbf\u5ba2\u7684 Facebook \u52d8\u63a2\u3002<\/span><\/li>\n<li><span>\u603b\u4f53\u800c\u8a00\uff0c\u91cd\u65b0\u5b9a\u4f4d\u3002<\/span><\/li>\n<li><span>\u4f18\u5316\u76ee\u6807\u4e2d\u5305\u542b\u6d4f\u89c8\u578b\u8f6c\u5316\u7684\u5e7f\u544a\u7cfb\u5217\u3002<\/span><\/li>\n<li><span>\u7535\u5b50\u90ae\u4ef6\u3002<\/span><\/li>\n<li><span>\u54c1\u724c\u641c\u7d22\u3002\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row\">\n<div class=\"col-12\"><\/div>\n<\/div>\n<div class=\"row align-items-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\"><span>\u83b7\u53d6\u641c\u7d22\u8425\u9500\u4eba\u5458\u6240\u4f9d\u8d56\u7684\u65b0\u95fb\u901a\u8baf\u3002<\/span><\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><label class=\"visually-hidden\" for=\"nl-inlineEmail\"><span>\u4f01\u4e1a\u7535\u5b50\u90ae\u4ef6\u5730\u5740<\/span><\/label><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div id=\"article_inline_captcha\">\n<div><\/div>\n<\/div>\n<p><button id=\"inline-button\" class=\"btn btn-sel inlineButton w-100 rounded-0\" name=\"submit_button\" type=\"submit\"><span>\u4e3a\u6211\u62a5\u540d\uff01<\/span><\/button><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener\" aria-label=\"\u5728\u65b0\u6807\u7b7e\u9875\u4e2d\u6253\u5f00\"><span>\u67e5\u770b\u6761\u6b3e\u3002<\/span><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\" \/>\n<h2 id=\"h-4-halo-effect-nbsp\" class=\"wp-block-heading\"><span>4.\u5149\u73af\u6548\u5e94\u00a0<\/span><\/h2>\n<p><span>\u4e5f\u79f0\u4e3a\u975e\u8ddf\u8e2a\u8f6c\u5316\uff0c\u8fd9\u662f\u8425\u9500\u5bf9\u672a\u8ddf\u8e2a\u7684\u9500\u552e\u4ea7\u751f\u7684\u79ef\u6781\u5f71\u54cd\u3002<\/span><\/p>\n<h3 id=\"h-why-it-is-important-2\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>\u5149\u73af\u6548\u5e94\u53ef\u4ee5\u6210\u4e3a\u4f01\u4e1a\u7684\u91cd\u8981\u6536\u5165\u6765\u6e90\u3002\u4e86\u89e3\u5149\u73af\u6548\u5e94\u5e76\u52a0\u4ee5\u5229\u7528\u975e\u5e38\u91cd\u8981\u3002<\/span><\/p>\n<h3 id=\"h-example-2\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>\u5982\u679c\u60a8\u5f00\u5c55\u54c1\u724c\u5ba3\u4f20\u6d3b\u52a8\u6765\u63d0\u9ad8\u54c1\u724c\u77e5\u540d\u5ea6\uff0c\u90a3\u4e48\u5373\u4f7f\u60a8\u65e0\u6cd5\u8ddf\u8e2a\u8be5\u6d3b\u52a8\u4ea7\u751f\u7684\u5177\u4f53\u8f6c\u5316\uff0c\u60a8\u4e5f\u53ef\u80fd\u4f1a\u770b\u5230\u9500\u552e\u989d\u7684\u589e\u957f\u3002\uff08\u60f3\u60f3\u9ad8\u901f\u516c\u8def\u5e7f\u544a\u724c\u6216\u7535\u89c6\u5e7f\u544a\u4e4b\u7c7b\u7684\u6d3b\u52a8\u3002\uff09<\/span><\/p>\n<h3 id=\"h-how-it-can-affect-search-campaigns\" class=\"wp-block-heading\"><span>\u5b83\u5982\u4f55\u5f71\u54cd\u641c\u7d22\u6d3b\u52a8<\/span><\/h3>\n<p><span>\u79ef\u6781\u7684\u8425\u9500\u5982\u679c\u6ca1\u6709\u660e\u786e\u7684\u8ddf\u8e2a\uff0c\u53ef\u80fd\u4f1a\u5728\u5176\u4ed6\u6307\u6807\u4e2d\u4f53\u73b0\u51fa\u6765\uff0c\u7279\u522b\u662f\u54c1\u724c\u641c\u7d22\u91cf\u7684\u589e\u52a0\u3002\u5149\u73af\u6548\u5e94\u8d8a\u5f3a\uff0c\u4e86\u89e3\u975e\u589e\u91cf\u8f6c\u5316\u5c31\u8d8a\u91cd\u8981\uff0c\u8fd9\u53ef\u80fd\u4f1a\u5f71\u54cd\u641c\u7d22\u5e7f\u544a\u7cfb\u5217\u4e2d\u7684\u4e00\u4e9b\u9884\u7b97\u51b3\u7b56\u3002<\/span><\/p>\n<h2 id=\"h-5-marketing-mix-modeling-mmm\" class=\"wp-block-heading\"><span>5.\u8425\u9500\u7ec4\u5408\u6a21\u578b\uff08MMM\uff09<\/span><\/h2>\n<p><span>\u8fd9\u662f\u7528\u6765\u8861\u91cf\u8425\u9500\u53d8\u91cf\u5bf9\u9500\u552e\u5f71\u54cd\u7684\u7edf\u8ba1\u6280\u672f\u3002\u4f18\u70b9\u5728\u4e8e\u5b83\u4e0d\u9700\u8981\u4efb\u4f55\u5f52\u56e0\u6e20\u9053\/\u6d3b\u52a8\u8f6c\u5316\u3002\u00a0\u00a0<\/span><\/p>\n<h3 id=\"h-why-it-is-important-3\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>MMM \u53ef\u4ee5\u5e2e\u52a9\u60a8\u4e86\u89e3\u54ea\u4e9b\u8425\u9500\u53d8\u91cf\u5bf9\u9500\u552e\u5f71\u54cd\u6700\u5927\uff0c\u4ee5\u4fbf\u60a8\u53ef\u4ee5\u76f8\u5e94\u5730\u5206\u914d\u8425\u9500\u9884\u7b97\u3002\u5b83\u4f9d\u8d56\u4e8e\u5927\u91cf\u5386\u53f2\u6570\u636e\u624d\u80fd\u53d1\u6325\u4f5c\u7528\u3002<\/span><\/p>\n<h3 id=\"h-example-3\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>MMM \u53ef\u7528\u4e8e\u8861\u91cf\u5e7f\u544a\u652f\u51fa\u3001\u5b9a\u4ef7\u548c\u5206\u9500\u7b49\u56e0\u7d20\u5bf9\u9500\u552e\u7684\u5f71\u54cd\u3002<\/span><\/p>\n<h3 id=\"h-how-it-is-exploited-0\" class=\"wp-block-heading\"><span>\u5982\u4f55\u5229\u7528\u5b83<\/span><\/h3>\n<p><span>MMM \u662f\u7ed3\u5408\u975e\u589e\u91cf\/\u975e\u8ddf\u8e2a\u548c\u8fb9\u9645\u6027\u80fd\u7684\u7edd\u4f73\u5de5\u5177\uff0c\u4f46\u5b83\u5e76\u4e0d\u662f\u4e00\u4e2a\u5b8c\u7f8e\u7684\u5de5\u5177\u3002\u00a0<\/span><\/p>\n<p><span>\u6b63\u5982\u60a8\u6240\u671f\u671b\u7684\uff0c\u8fd9\u4e9b\u6a21\u578b\u53ef\u4ee5\u6b63\u786e\u8bc6\u522b\u6f0f\u6597\u4e0a\u90e8\u7684\u6295\u8d44\uff0c\u4f46\u5982\u679c\u6240\u6709\u652f\u51fa\u90fd\u5e73\u7b49\u589e\u52a0\uff0c\u5b83\u4eec\u5c31\u5f88\u96be\u533a\u5206\u5404\u4e2a\u6e20\u9053\u3002\u00a0<\/span><\/p>\n<p><span>\u5927\u591a\u6570\u91c7\u8d2d\u9884\u7b97\u90fd\u4f1a\u968f\u7740\u5b63\u8282\u53d8\u5316\u800c\u4e0a\u4e0b\u6ce2\u52a8\u3002\u5728\u523b\u610f\u5f15\u5165\u548c\u63a7\u5236\u65b9\u5dee\u540e\uff0c\u91cd\u65b0\u8fdb\u884c\u8fd9\u4e9b\u5206\u6790\u975e\u5e38\u91cd\u8981\u3002\u00a0\u00a0<\/span><\/p>\n<p><strong><em><span>\u6df1\u5165\u6316\u6398\uff1a<\/span><a href=\"https:\/\/searchengineland.com\/exploring-meridian-googles-new-open-source-marketing-mix-model-438754\"><span>\u63a2\u7d22\u8c37\u6b4c\u7684\u65b0\u5f00\u6e90\u8425\u9500\u7ec4\u5408\u6a21\u578b Meridian<\/span><\/a><\/em><\/strong><\/p>\n<h2 id=\"h-6-click-through-versus-view-through-attribution\" class=\"wp-block-heading\"><span>6. \u70b9\u51fb\u5f52\u56e0\u4e0e\u6d4f\u89c8\u5f52\u56e0<\/span><\/h2>\n<p><span>\u8fd9\u662f\u4e00\u79cd\u5f52\u56e0\u65b9\u6cd5\uff0c\u5c06\u8f6c\u5316\u529f\u52b3\u5f52\u4e8e\u5ba2\u6237\u70b9\u51fb\u6216\u67e5\u770b\u7684\u5e7f\u544a\u3002<\/span><\/p>\n<h3 id=\"h-why-it-is-important-4\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>\u70b9\u51fb\u8f6c\u5316\u6bd4\u6d4f\u89c8\u8f6c\u5316\u66f4\u6709\u610f\u4e49\u3002\u53c2\u4e0e\u5ea6\u610f\u5473\u7740\u5bf9\u7528\u6237\u7684\u5f71\u54cd\u66f4\u5927\u3002\u6d4f\u89c8\u8f6c\u5316\u6709\u4e00\u5b9a\u7684\u4ef7\u503c\u2014\u2014\u5c24\u5176\u662f\u5728\u96be\u4ee5\u83b7\u5f97\u6570\u636e\u5bc6\u5ea6\u7684\u60c5\u51b5\u4e0b\u2014\u2014\u4f46\u8fd9\u66f4\u96be\u8861\u91cf\u3002\u00a0\u00a0<\/span><\/p>\n<h3 id=\"h-example-4\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>\u5982\u679c\u5ba2\u6237\u770b\u5230 Facebook \u5e7f\u544a\uff0c\u7136\u540e\u8bbf\u95ee\u60a8\u7684\u7f51\u7ad9\u4f46\u672a\u70b9\u51fb\u8be5\u5e7f\u544a\uff0c\u5219\u5982\u679c\u60a8\u4f7f\u7528\u7684\u662f\u6d4f\u89c8\u578b\u5f52\u56e0\u6a21\u578b\uff0c\u5219\u5e94\u5c06\u8be5\u8f6c\u5316\u5f52\u56e0\u4e8e\u6d4f\u89c8\u578b\u8f6c\u5316\u3002\u4f46\u662f\uff0c\u5982\u679c\u60a8\u4f7f\u7528\u7684\u662f\u70b9\u51fb\u578b\u5f52\u56e0\u6a21\u578b\uff0c\u5219\u4e0d\u5e94\u5c06\u8be5\u8f6c\u5316\u5f52\u56e0\u4e8e Facebook \u5e7f\u544a\uff0c\u56e0\u4e3a\u5ba2\u6237\u5e76\u672a\u70b9\u51fb\u8be5\u5e7f\u544a\u3002<\/span><\/p>\n<h3 id=\"h-how-it-is-gamed-1\" class=\"wp-block-heading\"><span>\u5982\u4f55\u535a\u5f08<\/span><\/h3>\n<p><span>\u8ba9\u6d4f\u89c8\u8f6c\u5316\u4e0e\u70b9\u51fb\u5177\u6709\u76f8\u540c\u7684\u4ef7\u503c\u662f\u4e0d\u8bda\u5b9e\u7684\u3002\u66f4\u7cdf\u7cd5\u7684\u662f\uff0c\u53ea\u6709\u4e00\u4e2a\u8f6c\u5316\u6876\uff0c\u5b83\u662f\u70b9\u51fb\u548c\u6d4f\u89c8\u7684\u7ec4\u5408\u3002\u00a0<\/span><\/p>\n<p><span>\u5982\u679c\u60a8\u4e0d\u77e5\u9053\u5982\u4f55\u7559\u610f\uff0c\u8fd9\u79cd\u60c5\u51b5\u53ef\u80fd\u6bd4\u60a8\u60f3\u8c61\u7684\u66f4\u5e38\u89c1\u3002\u4f8b\u5982\uff0cYouTube \u7684\u6548\u679c\u5e76\u6ca1\u6709\u660e\u786e\u533a\u5206\u8fd9\u4e24\u8005\u3002\u5e7f\u544a\u5546\u901a\u5e38\u5728 Facebook \u6d3b\u52a8\u4e2d\u4f7f\u7528\u4e00\u5929\u6d4f\u89c8\u56de\u987e\u7a97\u53e3\u3002\u00a0<\/span><\/p>\n<h2 id=\"h-7-cookie-window-or-lookback-window\" class=\"wp-block-heading\"><span>7. Cookie \u7a97\u53e3\u6216\u56de\u987e\u7a97\u53e3<\/span><\/h2>\n<p><span>\u8fd9\u662f\u6307\u6307\u5b9a\u5ba2\u6237\u770b\u5230\u6216\u70b9\u51fb\u5e7f\u544a\u540e\uff0c\u60a8\u5c06\u540e\u7eed\u8f6c\u5316\u5f52\u56e0\u4e8e\u8be5\u5e7f\u544a\u7684\u65f6\u95f4\u3002<\/span><\/p>\n<h3 id=\"h-why-it-is-important-5\" class=\"wp-block-heading\"><span>\u4e3a\u4ec0\u4e48\u5b83\u5f88\u91cd\u8981<\/span><\/h3>\n<p><span>Cookie \u7a97\u53e3\u7684\u957f\u5ea6\u4f1a\u663e\u8457\u5f71\u54cd\u60a8\u7684\u8868\u73b0\u3002\u8f83\u957f\u7684 Cookie \u7a97\u53e3\u4f1a\u4e3a\u60a8\u5e26\u6765\u66f4\u591a\u8f6c\u5316\uff0c\u4f46\u4e5f\u6709\u66f4\u5927\u7684\u53ef\u80fd\u6027\u53d7\u5230\u5176\u4ed6\u5f71\u54cd\u3002\u00a0\u00a0<\/span><\/p>\n<h3 id=\"h-example-5\" class=\"wp-block-heading\"><span>\u4f8b\u5b50<\/span><\/h3>\n<p><span>\u5982\u679c\u60a8\u7684 Cookie \u7a97\u53e3\u4e3a 30 \u5929\uff0c\u90a3\u4e48\u5728\u5ba2\u6237\u770b\u5230\u6216\u70b9\u51fb\u60a8\u7684\u5e7f\u544a\u540e 30 \u5929\u5185\u53d1\u751f\u7684\u4efb\u4f55\u8f6c\u5316\u90fd\u5c06\u5f52\u56e0\u4e8e\u8be5\u5e7f\u544a\u3002<\/span><\/p>\n<h3 id=\"h-how-it-is-gamed-2\" class=\"wp-block-heading\"><span>\u5982\u4f55\u535a\u5f08<\/span><\/h3>\n<p><span>\u7a97\u53e3\u8d8a\u957f\uff0c\u5f52\u56e0\u7684\u8f6c\u5316\u5c31\u8d8a\u591a &#8211; 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