In a video ad campaign, viewers are presented with a call-to-action that takes them to a web property where any conversions happen.
Conversion tracking setup assigns a value to each conversion event that results from a view of the associated video.
In our conversion value model, ideally, the conversion value is equal to the gross margin (value) that particular conversion action is creating.
In the case of a video campaign that advertises products, the conversion value would likely be (sales price-sales tax) * (average gross margin).
When a marketing attribution modeling is used, the value for each conversion is distributed (“attributed”) up through the sales funnel, with weighting as defined by the best click attribution model for that event.