Attribution Builder

Overview

The attribution layer defines the logic for how conversions should be attributed to touchpoints (interactions).

Definitions

• Touchpoint

  A touchpoint is any interaction or engagement a potential customer has with your brand, product, or service. This can include a variety of actions such as visiting your website, clicking on an advertisement, opening an email, or interacting with your social media posts. Each touchpoint is a step in the customer journey and can influence the customer's decision to convert.

• Conversion

  A conversion occurs when a potential customer completes a desired action, turning from a prospect into an actual customer. Conversions can be defined in different ways depending on the business goals, such as making a purchase, signing up for a newsletter, filling out a contact form, or downloading a whitepaper. Conversions are critical metrics for assessing the effectiveness of marketing efforts and overall business success.

Example conversion path:

In the above path, you can see the user had four touchpoints before converting. An attribution model determines which touchpoints should be included in the conversion path and how you distribute conversion credit across touchpoints.

Creating an attribution model

Determining Which Touchpoints to Include

• Interaction Type

  Define the types of interactions that qualify as touchpoints. Common interaction types include:

  • Website visits
  • Clicks on advertisements
  • Email opens
  • Email sends

• Lookback Window

  The lookback window is the period during which interactions are considered relevant for attribution. Define the length of this window based on your business goals. For example, a 30-day lookback window considers all interactions within the last 30 days prior to a conversion. You can set custom lookback windows for each interaction type.

Determining Weighting

• First Touch

  First touch attribution gives all the credit for the conversion to the first interaction a customer has with your brand. This model is useful for understanding which channels or campaigns are effective at creating initial awareness.

• Last Touch

  Last touch attribution gives all the credit for the conversion to the last interaction before the conversion. This model helps identify which channels or campaigns are effective at driving final conversions.

• Participation

  Participation, or linear attribution, assigns equal credit to all touchpoints in the customer journey. This model provides a balanced view of how each interaction contributes to the conversion.

• Custom Multi-Touch (Coming Soon)

  This upcoming feature will allow you to create custom attribution models that assign different weights to various touchpoints based on their role in the conversion process. This flexible model helps tailor the attribution to better reflect your unique customer journey and marketing strategy.

Please reach out if you're interested in metrics and attribution!