Why would a retargeting vendor get 1st touch credit?

You might be asking yourself how a retargeting vendor like AdRoll is getting credit for the first touch on a user's path to conversion?

Well, the answer is most likely that the user directly went to your website initially. The user left the site without converting, and was later served a retargeted ad that they clicked. In this case, the first marketing touchpoint that the user interacted with was the retargeted ad.

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