Attribution is the method to give credit to sources that help lead to customer conversion. There are different methods to give weight to marketing activities. We aim to give you a full picture of customer journeys so you can decide which model best suits your business.
Attribution window is an important factor. It determines how long time we look back into marketing activities. Since we are able to build full customer journeys, by default we set a 180 days attribution window. You may also adjust attribution window by yourself.
Be aware that all our attribution models will ignore any direct traffic. Meaning we will not put any credit to direct traffic. Since direct traffic is valueless to optimize our marketing activities.
Last Click attribution gives 100% credit to the last click-through & non-direct in customer's journey.
Example: If a customer clicked on a Facebook ad, then a Google search ad, and finally made a purchase. In last click model, Google ad will get 100% credit.
Google Analytics uses the last click model by default.
First Click attribution gives 100% credit to the first click-through & non-direct in the customer's journey.
Example: If a customer clicked on Facebook ad #1, then a Google search ad, and finally made a purchase. In first click model, Facebook ad will get 100% credit.
Linear gives credit equally to all the click touch points(except direct traffic) in customer journey. Ignoring organic sources is also available.
Linear is useful when analyzing entire marketing activities. The conversion contribution index will help you determine each touchpoint's value and optimize your budget.
Example: If a customer clicked on Facebook ad #1, then a Google search ad, and finally made a purchase. In Linear model, Facebook ad & google search ad will get 50% credit each.
💡Direct traffic will be categorized into "Others" . And only give credit when all touch points are direct access.
Position based model puts 40% contribution to the first & last touch point, and divides the rest 20% to all the touch points in the middle.
Example: If a customer clicked on Facebook ad #1, TikTok ad #2, Youtube video #3, then a Google search ad, and finally made a purchase. In Position based model, Facebook ad & google search ad will get 40% credit each. TikTok & Youtube will get 10% each.