Attribution Modeling
Attribution modeling is a method to determine the end users actions when they complete a goal on your website; the flow if you will. It’s a process/overview of the touchpoints that led to the completion of a goal. There are seven types of attribution: linear, position based, time decay, first interaction, last interaction, last non-direct click, last AdWords click.
Linear model gives equal credit to each channel interaction on the way to conversion. Like socialism? I don’t know. This is fine when the goal is to have your product (whatever goal you have) to be kept aware in the eyes of the customer at every possible point.
Position Based is kind of like a bell curve in a sense. For both the first and last interaction, 40% credit is given with 20% credit is given evenly to the middle interactions. These shows all the touchpoints from beginning to end.
Time Decay is when the touchpoints closest in time to the conversion get most of the credit. The more recent in time, the more credit it gets. This is good for promotional campaigns for short periods of time. It’ll be good to realize what channels did well for the next time you do a similar campaign.
First Interaction is the first touchpoint receiving the credit. It’s good when you’re doing a CPM campaign for branding. You’re just trying to get eyeballs on your you-know-what. I tell you what.
Last Interaction is the last touchpoint of the conversion. This model comes in handy when you’re capturing a sale on the spot. It’s kind of like going door-to-door and getting the sale. Pretty much you show your ad, customer gets so intrigued that they have to have it right now so they purchase it.
Last Non-Direct Click all of the direct traffic is ignored, and 100% of the credit goes to the last channel that the customer clicked through from before converting. This model is the default model for non-Multi-Channel Funnels reports, it’s good to compare this model with the others.
Last AdWords Click is literally the last AdWords click—because the last one is the only one. The first and only click in the Paid Search channel — would receive 100% of the credit for the sale. This model credits the AdWords ads that finalized the most conversions.
