Attribution-all
Alex avatar
Written by Alex
Updated over a week ago

Why do I need all channel attribution?

When analyzing all marketing campaigns, you might need evaluate how all the marketing activities you have ran lead to conversions in your store.

  1. I want to classify my campaigns into different sorts, so I understand which channel works well.

  2. In more detail, I want to understand the performance of all the campaigns I have.

  3. I want to understand how touchpoints play in the customer journey, so I can adjust my marketing plan.

Attribution for all channels gives a single source to evaluate all the campaigns. We simply categorize all the channels into: Ad, Influencer, Email, Social media, Organic search and others.

How Attribuly categorizes traffic to different channels?

Channel

Definition

Campaign(Source/Medium)

Source

Medium

Ads

dm_net=facebook、adwords、tiktok、Bing_ad、linkedin、criteo、pinterest、snapchat
or
The "gclid" parameter is present, as it is the Google click ID
or
The "ttclid" parameter is present, as it is the Tiktok click ID
or
The "utm_medium" parameter contains "paid", "ppc", or "cpc", and the referring domain is a paid ads site.

dm_ad/tw_adidcampaign > dm_cam/dm_cam_name > utm_campaign > source/medium

dm_net>tw_source>utm_source>Referring domain>"--"

utm_medium>ads

Influencer

The "dm_int" parameter is present, as it is the Attribuly's influencer parameter
or
utm_medium=influencer

utm_campaign>source/medium

utm_source>Referring domain>"--"

utm_medium>influencer

Affiliate

Attribuly affiliate click ID in any URLs
or
an order is attributed to an Affiliate network via API integration
or
utm_medium=affiliate

utm_campaign>source/medium

utm_source>Referring domain>"--"

utm_medium>affiliate

Email

utm_source is a email service provider(klaviyo、mailchimp、omnisend)
or
utm_medium=email

utm_campaign>source/medium

dm_source>utm_source>Referring domain>"--"

utm_medium>email

Social media

Referring domain is a social network site
or
The "utm_medium" parameter is “social” and the "utm_source" is exactly the name of a recognized social network.

utm_campaign>source/medium

Referring domain>utm_source>"--"

utm_medium>social

Organic search

Referring domain is a search engine:google、bing、Startpage、Qwant、Brave 、You.com、Swisscows、Cốc Cốc Search、Seznam、sogou、Petal、Haosou、Shenma、Dogpile、yahoo、yandex、ecosia、naver、aol、baidu、ask、duckduckgo、wolframalpha、webcrawler

utm_campaign>source/medium

Referring domain

utm_medium>organic

Referral

Referring domain is not a social media site or search engine.

utm_campaign>source/medium

utm_source>Referring domain>"--"

utm_medium>referral

Direct

No referring domain or tracking URL.

utm_campaign>source/medium

utm_source>"--"

utm_medium>direct

Facebook Shop

Facebook Shop supports directly selling on Facebook. Since the tracking pixel cannot be installed, Attribuly cannot directly track user behavior in Shop, but it can attribute orders to the Facebook Shop channel.

Orders completed on Facebook Shop will be attributed to Facebook Shop. If the traffic is directed to your store and completed, it will still be attributed to the corresponding Facebook ad.

Facebook shop orders can't be attributed back to a specific ad.

Shopify POS

If the order is placed in your offline store, and there is no online touchpoint information. This order will be attributed to a POS order.

Use Cases

🎯 Funnel stage view

The Funnel stage view lets you categorize all your marketing expenses and returns into customer funnel stages. Check why we recommend this view here:

Attribute conversions to all channels

Find best-performing traffic source

Attribute conversion to landing pages

Imagine you have built a lot blogs. Now you want to know which blogs bring more sales. The easiest way is 👇

Attribute conversion to this page only if it's the landing page(first page) customers visit

Contact create attribution

For B2B and B2C eCommerce, understanding the conversion path of each contact will help you

  • Analyze the ROI of every contact.

  • Insight into user registration path

  • Use registration data to optimize ad placement. For example, the overall GMV /total number of contacts of the store can be used to derive the average value of the lead. This value can be used as a reference for the bidding target of ad placement to optimize the acquisition cost of the lead continuously.

Attribuly Pixel automatically tracks all registration behaviors of your store and displays them in Live events and attributions.

  • Attribuly can also distinguish new leads and re-engage leads.

  • As a conversion goal, the attribution model also affects credits received by campaigns.

  • Attribuly can only track contacts created after installation

Set up guide

If you use Klaviyo or other tools to capture the leads via Pop-ups etc. Make sure you sync the leads info to Shopify

No configuration is required since Attribuly works automatically. You will find some additional columns:

Attribution all & ads: Attribuly will identify whether this contact is new

New event type in Live Events

Attribuly will track the email address and page path where a user submits the form

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