{"_id":"57c70ba7382b1c190014dfbf","__v":1,"category":{"_id":"57c722ecdf19130e001fba5d","project":"560c93ad7e9b9d0d00ca81a2","version":"560c93ae7e9b9d0d00ca81a5","__v":0,"sync":{"url":"","isSync":false},"reference":false,"createdAt":"2016-08-31T18:33:16.326Z","from_sync":false,"order":4,"slug":"attribution-model-examples","title":"Attribution Model Examples"},"user":"560c92f2ac2859170013faa3","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,"githubsync":"","project":"560c93ad7e9b9d0d00ca81a2","updates":[],"next":{"pages":[],"description":""},"createdAt":"2016-08-31T16:53:59.173Z","link_external":false,"link_url":"","sync_unique":"","hidden":false,"api":{"results":{"codes":[]},"settings":"","auth":"required","params":[],"url":""},"isReference":false,"order":0,"body":"One of the reasons that people have trouble understanding attribution models is that there are a lot of rules to follow, and it's almost impossible for a human to keep track of everything for many users and many visits.  The best way to understand how Attribution works is to look at one user with multiple conversions over a timeline.\n\nConsider this scenario, where a user has 6 visits over 12 days and 2 conversions.  How would you allocate the conversions to each of these channels in each Attribution Model?\n[block:parameters]\n{\n  \"data\": {\n    \"0-0\": \"Date\",\n    \"0-1\": \"Channel (visit)\",\n    \"0-2\": \"Action\",\n    \"1-0\": \"5/1\",\n    \"2-0\": \"5/4\",\n    \"3-0\": \"5/5\",\n    \"4-0\": \"5/7\",\n    \"5-0\": \"5/9\",\n    \"6-0\": \"5/11\",\n    \"7-0\": \"5/12\",\n    \"1-1\": \"Facebook\",\n    \"2-1\": \"Adwords\",\n    \"3-1\": \"Direct\",\n    \"4-1\": \"Facebook\",\n    \"5-1\": \"Direct\",\n    \"6-1\": \"Adwords\",\n    \"7-2\": \"Conversion $5\",\n    \"5-2\": \"Conversion $10\"\n  },\n  \"cols\": 3,\n  \"rows\": 8\n}\n[/block]\n\n[block:callout]\n{\n  \"type\": \"warning\",\n  \"title\": \"Understanding Date Ranges\",\n  \"body\": \"When you select a date range in Attribution, the results shown are the visits that happened in that date range and the resulting conversions that came from those visits, even if they happened in a future date range.\"\n}\n[/block]\n\n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"First Touch Attribution (Direct Traffic Included) 5/1 - 5/12\"\n}\n[/block]\n\n[block:parameters]\n{\n  \"data\": {\n    \"0-0\": \"Source\",\n    \"0-1\": \"Visits\",\n    \"0-2\": \"Covnersions\",\n    \"0-3\": \"Conversion Revenue\",\n    \"1-0\": \"Facebook\",\n    \"1-1\": \"2\",\n    \"2-0\": \"Adwords\",\n    \"3-0\": \"Direct\",\n    \"2-1\": \"2\",\n    \"3-1\": \"2\",\n    \"1-2\": \"2\",\n    \"2-2\": \"0\",\n    \"3-2\": \"0\",\n    \"1-3\": \"$15\",\n    \"2-3\": \"$0\",\n    \"3-3\": \"$0\"\n  },\n  \"cols\": 4,\n  \"rows\": 4\n}\n[/block]","excerpt":"","slug":"multi-touch-attribution-example","type":"basic","title":"First Touch Attribution Example"}

First Touch Attribution Example


One of the reasons that people have trouble understanding attribution models is that there are a lot of rules to follow, and it's almost impossible for a human to keep track of everything for many users and many visits. The best way to understand how Attribution works is to look at one user with multiple conversions over a timeline. Consider this scenario, where a user has 6 visits over 12 days and 2 conversions. How would you allocate the conversions to each of these channels in each Attribution Model? [block:parameters] { "data": { "0-0": "Date", "0-1": "Channel (visit)", "0-2": "Action", "1-0": "5/1", "2-0": "5/4", "3-0": "5/5", "4-0": "5/7", "5-0": "5/9", "6-0": "5/11", "7-0": "5/12", "1-1": "Facebook", "2-1": "Adwords", "3-1": "Direct", "4-1": "Facebook", "5-1": "Direct", "6-1": "Adwords", "7-2": "Conversion $5", "5-2": "Conversion $10" }, "cols": 3, "rows": 8 } [/block] [block:callout] { "type": "warning", "title": "Understanding Date Ranges", "body": "When you select a date range in Attribution, the results shown are the visits that happened in that date range and the resulting conversions that came from those visits, even if they happened in a future date range." } [/block] [block:api-header] { "type": "basic", "title": "First Touch Attribution (Direct Traffic Included) 5/1 - 5/12" } [/block] [block:parameters] { "data": { "0-0": "Source", "0-1": "Visits", "0-2": "Covnersions", "0-3": "Conversion Revenue", "1-0": "Facebook", "1-1": "2", "2-0": "Adwords", "3-0": "Direct", "2-1": "2", "3-1": "2", "1-2": "2", "2-2": "0", "3-2": "0", "1-3": "$15", "2-3": "$0", "3-3": "$0" }, "cols": 4, "rows": 4 } [/block]