{"_id":"576046769b1a9a220067cb0d","user":"560c92f2ac2859170013faa3","__v":19,"category":{"_id":"57c743d1b6f94a2200659903","__v":0,"project":"560c93ad7e9b9d0d00ca81a2","version":"560c93ae7e9b9d0d00ca81a5","sync":{"url":"","isSync":false},"reference":false,"createdAt":"2016-08-31T20:53:37.154Z","from_sync":false,"order":3,"slug":"attribution-models-explained","title":"Attribution Models Explained"},"version":{"_id":"560c93ae7e9b9d0d00ca81a5","project":"560c93ad7e9b9d0d00ca81a2","__v":9,"createdAt":"2015-10-01T02:00:14.709Z","releaseDate":"2015-10-01T02:00:14.709Z","categories":["560c93af7e9b9d0d00ca81a6","560c9d9399bb5a0d0044f220","560d76d899bb5a0d0044f307","560d76ee1ec45619006069ed","560d86e099bb5a0d0044f32e","560dba80373c0e0d0024ff3b","57c722ecdf19130e001fba5d","57c743d1b6f94a2200659903","58995ec083f743190077bbe2"],"is_deprecated":false,"is_hidden":false,"is_beta":false,"is_stable":true,"codename":"","version_clean":"1.0.0","version":"1.0"},"parentDoc":null,"project":"560c93ad7e9b9d0d00ca81a2","updates":[],"next":{"pages":[],"description":""},"createdAt":"2016-06-14T18:01:26.331Z","link_external":false,"link_url":"","githubsync":"","sync_unique":"","hidden":false,"api":{"results":{"codes":[]},"settings":"","auth":"required","params":[],"url":""},"isReference":false,"order":0,"body":"[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Understanding Filters in Attribution\"\n}\n[/block]\nAttribution works by associating conversions with a filter for visits in a date range.  The conversions associated with each filter are dependent on the attribution model you select.\n\nThere are a  number of default filters that are available when you first start collecting data.  You can see how any of the default filters are configured by clicking on settings icon next to the filter.\n[block:image]\n{\n  \"images\": [\n    {\n      \"image\": [\n        \"https://files.readme.io/Qz5zxGYzTVKg8e0FIWhi_Screenshot_2016-06-14_11_47_20.png\",\n        \"Screenshot_2016-06-14_11_47_20.png\",\n        \"369\",\n        \"157\",\n        \"#699fb7\",\n        \"\"\n      ],\n      \"sizing\": \"original\"\n    }\n  ]\n}\n[/block]\n\n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Direct Traffic\"\n}\n[/block]\nDepending on your business, you may or may not want to attribute conversions to \"Direct\" traffic in your reports.  By default Direct traffic will be included, but you can change it by going to <b>Settings ->  Direct Traffic</b>.\n\nSelect the 'include' option if you want to attribute conversions to direct visits such as visits from type-in traffic or bookmarks (see below) in the filter for your attribution model. This method is best for e-commerce companies or companies that have many disconnected transactions.\n\nSelect the 'exclude' option if you do not want to attribute conversions to direct traffic in your attribution model. This is best for companies that have users that tend to visit the site every day, such as SaaS companies.\n[block:image]\n{\n  \"images\": [\n    {\n      \"image\": [\n        \"https://files.readme.io/8e3a2f9-Screenshot_2016-07-27_14.31.09.png\",\n        \"Screenshot 2016-07-27 14.31.09.png\",\n        1192,\n        561,\n        \"#32313a\"\n      ]\n    }\n  ]\n}\n[/block]\nAttribution filters visitors into the Direct Traffic segment by looking at the referring URL, and determining if there are any parameters that match current filters. If there are no parameters that match any filters, and no referrer, then we will segment the visit into the Direct Traffic filter.\n[block:html]\n{\n  \"html\": \"<div></div>\\n<OL>\\n  <LI><b>Type-In Traffic</b>\\n    <P>Type in traffic is when someone simply types in your URL from memory and visits your site.  It is truly the only real \\\"direct\\\" way for them to get there.\\n    </P>\\n   </LI>\\n  <LI><b>Bookmark Traffic</b>\\n    <P>If a user has your site bookmarked, no referrer information will be provided in the request.\\n    </P>\\n   </LI>\\n  <LI><b>Email Traffic</b>\\n    <P>Emails with links to your site will not be tracked back to the email if you do not include tracking parameters.  You should always provide tracking parameters in the links you include in your emails.\\n    </P>\\n   </LI>\\n    <LI><b>Document Link Traffic</b>\\n    <P>If you have links to your site embedded in a document such as Microsoft Word, or a PDF, there will be no referrer and therefore the visit will be segmented into Direct Traffic unless you include tracking parameters.\\n    </P>\\n   </LI>\\n    <LI><b>Secure to Non-Secure Site Linking</b>\\n    <P>If your site is insecure (http) and the visit is from a secure site (https) the referrer will not be passed from the secure site and the visit will look like Direct Traffic.\\n    </P>\\n   </LI>\\n      <LI><b>Links from Native Mobile Apps (like Facebook)</b>\\n    <P>If a visitor clicks a web link in a mobile app, such as the news feed in the Facebook native mobile app, the app will not pass along referrer information and it will appear that it is Direct Traffic.\\n    </P>\\n   </LI>\\n </OL>\\n<style></style>\"\n}\n[/block]\nThe key to key to accurate attribution is making sure that anywhere you can, you are adding tracking parameters to your links!\n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Organic Traffic\"\n}\n[/block]\nVisitors are filtered into the Organic traffic segment if they have a referral URL with no advertising parameters that matches the search engines Google, Bing, Yahoo.  The \"Other\" organic traffic filters include wow.com, aol.com, aolsearch.com, baidu.com, duckduckgo.com and ask.com by default.  \n\nYou can easily update what is included in the \"Other\" organic traffic filters by clicking on the settings icon.\n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Social Traffic\"\n}\n[/block]\nVisitors are filtered into the Social traffic segment if they have a referral URL with no advertising parameters that matches Facebook or Twitter or Linkedin.\n\nYou can easily update what is included in the \"Social Traffic\" default filters by clicking on the settings icon and adding additional domains.\n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Unsegmented Traffic\"\n}\n[/block]\nIf a visit in the date range is not filtered, the conversion will be attributed to the Unsegmented Traffic filter.  Unsegmented traffic is split into two types: Tagged Traffic and Referral Traffic.\n\n**Tagged Traffic** is any traffic with a parameter for which a filter has not been created yet.  Clicking on the Tagged Traffic link will take you to the \"Explore\" tab where you can create new filters that will be visible in your Dashboard.\n\n**Referral Traffic** is any traffic with a referral URL that is not already filtered in the Dashboard.  Click on the Referral Traffic link and you will be able to create filters for these visits.  Otherwise\n[block:api-header]\n{\n  \"title\": \"Unattributed Traffic\"\n}\n[/block]\nThis type of traffic indicated that some events can't be properly attributed to a visit. When event happens and doesn't have preceding page view - such event can't be properly attributed.\n\nReasons for unattributed traffic:\n\n  * When you connect to Attribution you already have existing users and your site might already be sending events for these users however these users haven't yet visited your site with Attribution snippet installed. This is common situation when user rarely visit site but events are firing for user, these are usually server-side events.\n\n* Tracking event before the page view. Sometimes your code can look like:\n[block:code]\n{\n  \"codes\": [\n    {\n      \"code\": \"Attribution.track('Landing Page Event');\\nAttribution.page();\",\n      \"language\": \"javascript\"\n    }\n  ]\n}\n[/block]\nTechnically the code above is correct but first line is event and second is page view, there could be fractions of seconds between two of them firing but still event comes before page view. Instead you should be calling *page()* before *track()*, like:\n[block:code]\n{\n  \"codes\": [\n    {\n      \"code\": \"Attribution.page();\\nAttribution.track('Landing Page Event');\",\n      \"language\": \"javascript\"\n    }\n  ]\n}\n[/block]\nNote: that is especially important when visitor comes to your site for the first time.\n\n  * Ad-blockers. Most of ad-blockers can block Attribution (or Segment) page views and identify but server-side events they can't block. As result you can have unattributed event from users show use ad-blockers.\n\n  * Other issues, mostly technical or incorrectly setup snippet. If you see significant amount of events hitting *unattributed traffic* filter, please contact us to verify your installation.\n[block:api-header]\n{\n  \"title\": \"Raw Traffic\"\n}\n[/block]","excerpt":"","slug":"defining-traffic-types","type":"basic","title":"Default Attribution Traffic Types"}

Default Attribution Traffic Types


[block:api-header] { "type": "basic", "title": "Understanding Filters in Attribution" } [/block] Attribution works by associating conversions with a filter for visits in a date range. The conversions associated with each filter are dependent on the attribution model you select. There are a number of default filters that are available when you first start collecting data. You can see how any of the default filters are configured by clicking on settings icon next to the filter. [block:image] { "images": [ { "image": [ "https://files.readme.io/Qz5zxGYzTVKg8e0FIWhi_Screenshot_2016-06-14_11_47_20.png", "Screenshot_2016-06-14_11_47_20.png", "369", "157", "#699fb7", "" ], "sizing": "original" } ] } [/block] [block:api-header] { "type": "basic", "title": "Direct Traffic" } [/block] Depending on your business, you may or may not want to attribute conversions to "Direct" traffic in your reports. By default Direct traffic will be included, but you can change it by going to <b>Settings -> Direct Traffic</b>. Select the 'include' option if you want to attribute conversions to direct visits such as visits from type-in traffic or bookmarks (see below) in the filter for your attribution model. This method is best for e-commerce companies or companies that have many disconnected transactions. Select the 'exclude' option if you do not want to attribute conversions to direct traffic in your attribution model. This is best for companies that have users that tend to visit the site every day, such as SaaS companies. [block:image] { "images": [ { "image": [ "https://files.readme.io/8e3a2f9-Screenshot_2016-07-27_14.31.09.png", "Screenshot 2016-07-27 14.31.09.png", 1192, 561, "#32313a" ] } ] } [/block] Attribution filters visitors into the Direct Traffic segment by looking at the referring URL, and determining if there are any parameters that match current filters. If there are no parameters that match any filters, and no referrer, then we will segment the visit into the Direct Traffic filter. [block:html] { "html": "<div></div>\n<OL>\n <LI><b>Type-In Traffic</b>\n <P>Type in traffic is when someone simply types in your URL from memory and visits your site. It is truly the only real \"direct\" way for them to get there.\n </P>\n </LI>\n <LI><b>Bookmark Traffic</b>\n <P>If a user has your site bookmarked, no referrer information will be provided in the request.\n </P>\n </LI>\n <LI><b>Email Traffic</b>\n <P>Emails with links to your site will not be tracked back to the email if you do not include tracking parameters. You should always provide tracking parameters in the links you include in your emails.\n </P>\n </LI>\n <LI><b>Document Link Traffic</b>\n <P>If you have links to your site embedded in a document such as Microsoft Word, or a PDF, there will be no referrer and therefore the visit will be segmented into Direct Traffic unless you include tracking parameters.\n </P>\n </LI>\n <LI><b>Secure to Non-Secure Site Linking</b>\n <P>If your site is insecure (http) and the visit is from a secure site (https) the referrer will not be passed from the secure site and the visit will look like Direct Traffic.\n </P>\n </LI>\n <LI><b>Links from Native Mobile Apps (like Facebook)</b>\n <P>If a visitor clicks a web link in a mobile app, such as the news feed in the Facebook native mobile app, the app will not pass along referrer information and it will appear that it is Direct Traffic.\n </P>\n </LI>\n </OL>\n<style></style>" } [/block] The key to key to accurate attribution is making sure that anywhere you can, you are adding tracking parameters to your links! [block:api-header] { "type": "basic", "title": "Organic Traffic" } [/block] Visitors are filtered into the Organic traffic segment if they have a referral URL with no advertising parameters that matches the search engines Google, Bing, Yahoo. The "Other" organic traffic filters include wow.com, aol.com, aolsearch.com, baidu.com, duckduckgo.com and ask.com by default. You can easily update what is included in the "Other" organic traffic filters by clicking on the settings icon. [block:api-header] { "type": "basic", "title": "Social Traffic" } [/block] Visitors are filtered into the Social traffic segment if they have a referral URL with no advertising parameters that matches Facebook or Twitter or Linkedin. You can easily update what is included in the "Social Traffic" default filters by clicking on the settings icon and adding additional domains. [block:api-header] { "type": "basic", "title": "Unsegmented Traffic" } [/block] If a visit in the date range is not filtered, the conversion will be attributed to the Unsegmented Traffic filter. Unsegmented traffic is split into two types: Tagged Traffic and Referral Traffic. **Tagged Traffic** is any traffic with a parameter for which a filter has not been created yet. Clicking on the Tagged Traffic link will take you to the "Explore" tab where you can create new filters that will be visible in your Dashboard. **Referral Traffic** is any traffic with a referral URL that is not already filtered in the Dashboard. Click on the Referral Traffic link and you will be able to create filters for these visits. Otherwise [block:api-header] { "title": "Unattributed Traffic" } [/block] This type of traffic indicated that some events can't be properly attributed to a visit. When event happens and doesn't have preceding page view - such event can't be properly attributed. Reasons for unattributed traffic: * When you connect to Attribution you already have existing users and your site might already be sending events for these users however these users haven't yet visited your site with Attribution snippet installed. This is common situation when user rarely visit site but events are firing for user, these are usually server-side events. * Tracking event before the page view. Sometimes your code can look like: [block:code] { "codes": [ { "code": "Attribution.track('Landing Page Event');\nAttribution.page();", "language": "javascript" } ] } [/block] Technically the code above is correct but first line is event and second is page view, there could be fractions of seconds between two of them firing but still event comes before page view. Instead you should be calling *page()* before *track()*, like: [block:code] { "codes": [ { "code": "Attribution.page();\nAttribution.track('Landing Page Event');", "language": "javascript" } ] } [/block] Note: that is especially important when visitor comes to your site for the first time. * Ad-blockers. Most of ad-blockers can block Attribution (or Segment) page views and identify but server-side events they can't block. As result you can have unattributed event from users show use ad-blockers. * Other issues, mostly technical or incorrectly setup snippet. If you see significant amount of events hitting *unattributed traffic* filter, please contact us to verify your installation. [block:api-header] { "title": "Raw Traffic" } [/block]