Summary
Attribution Models consist of 3 distinct parts: Logic, Window, Date-Allocation (E.g.: Conversion, First Touch, 30 Days)
Date-Allocation: Handles on what date the conversion shows up in your reports
Logic: Handles which & how much value touchpoints receive
Window: Handles how long touchpoints can receive value
Logic
Name | Short Description | Use Case |
First Touch | Allocates all value of a conversion to the first non-direct touchpoint. Value-Distribution: 100/0/0 | Optimize top of the funnel channels like Meta, TikTok & Google Generic. |
Last Touch | Allocates all value of a conversion to the last non-direct touchpoint. Value-Distribution: 0/0/100 | Optimize bottom of the funnel channels like Google Brand, Retargeting & E-Mail Campaigns. |
Linear | Evenly distributes value of a conversion among all non-direct touchpoints. Value-Distribution: 33/33/33 | Get a holistic view of performance across all channels. |
Full Impact | Every non-direct touchpoint receives full value for the conversion. Value-Distribution: 100/100/100 | Quickly identify what is NOT working; this model over-attributes, allowing confident decisions. |
Channel Impact | Allocates all value of a conversion to the first non-direct touchpoint for every Channel. Value-Distribution: 100/100/0 (if touchpoints were Meta/Google/Meta) | Quickly identify what is NOT working; this model over-attributes as it gives 100 value to every first touch of a channel, allowing confident decisions. |
Position Based
| Distributes value in a u-shape across all non-direct touchpoints. Value-Distribution: 40/20/40 | Gain a holistic view of performance with favorability towards important First & Last touchpoints. |
Window
Name | Short Description | Use Case |
Unlimited | Consider all Touchpoints in the customer journey, regardless of when they occurred before the Conversion. | Use an unlimited window if your user journeys are long and you need to understand the long-term effect of your marketing measures. |
Dynamic | Automatically adjusts the attribution window based on your customers' typical journey length and behavior patterns. | Let us handle this part for you. Easy to use. Requires some level of data history. |
Custom | Only consider Touchpoints that occurred within your specified time frame before the Conversion (e.g. Last 7 days). | Use a custom window if you have a good understanding of your users customer journey and you want to limit it to only relevant touchpoints. |
Date-Allocation
Name | Short Description | Use Case |
Conversion | Attributes the value of your conversions on the day of the conversion. | Easiest to use in your day-to-day operations. |
Click | Attributes the value of your conversions on the day of the click that lead to the conversion. | Use during sales peaks / events to understand the true impact of the budget you’re spending at the moment. |