When you go to make a purchase online, you might conduct a number of different searches. You might start off with a pretty high-level product-focused search, then you might start to narrow down on specific features or benefits, and then once you're ready to make the purchase, you might conduct a brand search and go directly to the site that you want, find exactly what you want, and convert.The challenge for advertisers is to determine which of those touch points should get credit for that conversion.