From the moment you start using Attribution app you will have 5 attribution models to toggle between right out of the box.
You can adjust your attribution model on the dashboard using a drop down menu to the left hand side of your screen.
Below we will dive a little deeper into the specifics of each model.
The linear model provides equally weighted credit to each touch point in the visitor's journey.
In the example above there are four touch points in total, because we have the linear model selected and our settings include all traffic, each touch point will split credit for the conversion equally at .25 each.
The linear model allows you to look at your return on ad spend across your marketing efforts for the entire length of your funnel equally. This is a great way to look at your marketing channels holistically providing equal credit to each touch along the visitor's journey.
2. First Touch
The first touch model will provide all the credit for any conversion to the first touch point in the visitor's journey.
Notice above that the first 'direct traffic' touch on 1/1 will be given all credit for the conversion on 1/31.
The first touch model is great for looking at your top of the funnel efforts. For example, you may want to use first touch to see which channels are driving sign ups.
3. Last Touch
In direct contrast to the first touch model; the last touch model will provide all credit to the last touch prior to conversion.
In the example above, all credit is given to the touch prior to conversion, the polar opposite of first-touch.
The last touch model is a great way of looking at your bottom of the funnel conversions. For example, you may run a email campaign in December and want to see which channels are specifically leading to purchases on your eCommerce site.
4. Position based or U-shaped
This model allows you to set a value for the position of a touch in the visitor's journey. You can adjust this value by going to Settings > Project Settings > Position-based Attribution ratios. You are welcome to choose a ratio for the first and last touch, the middle will be split amongst the remaining touches.
In the example below we will use a 40:20:40 ratio.
You may notice that although our middle ratio is set to 20% the two touches that exist in the middle of our example show .10 or 10% each.
When you choose the position based model any touches that exist between your two end points will split the middle ratio.
For example, if there were 6 touches the two endpoints would still receive 40% credit each, however the four touches in the middle would split the 20% in a linear fashion providing 5% to each, see the example below.
5. Time Decay
This model will provide greater credit to the touches that occurred closest to the conversion using a 7 day basis.
If the sales cycle involves only a short consideration phase, the Time Decay model may be appropriate.
This model is based on the concept of exponential decay and most heavily credits the touch points that occurred nearest to the time of conversion.
The Time Decay model has a default half-life of 7 days, meaning that a touchpoint occurring 7 days prior to a conversion will receive 1/2 the credit of a touchpoint that occurs on the day of conversion. Similarly, a touchpoint occurring 14 days prior will receive 1/4 the credit of a day-of-conversion touchpoint.
Don’t get distracted by the values here, the important concept to understand is that the touches closest to conversion will get more credit. If you're interested in the details please feel free to check out our developer docs on this topic here.
I hope this is clear and helpful, if you have any questions please don't hesitate to reach out to our support team by clicking the chat icon in the top right corner of your dashboard.