👋 Attribution Models
Attribution means allocating credit to a specific ad or channel that influenced a customer's purchase.
What is Attribution Modeling?
Attribution modeling is the method used to allocate credit to various marketing channels or touchpoints in a customer's journey that lead to a sale or conversion. The primary aim of attribution modeling is to assess the effectiveness of different marketing activities, helping to distribute marketing resources more effectively.
The Purpose of Attribution Modeling
Attribution modeling serves several key purposes for marketers, including:
Evaluating the Effectiveness of Marketing Channels
Marketers need to assess the performance of each digital marketing channel throughout the customer journey, from acquisition to retention. Attribution modeling provides insights into which channels are most successful in driving desired customer actions.
Optimizing Resource Allocation
Attribution modeling helps marketers identify which channels are working effectively and which are not. This information allows for the more strategic allocation of marketing resources.
Attribution Models
Attribution models determine how credit for conversions is assigned to different touchpoints in the customer journey.
Please select from the list of attribution models below to navigate to the model to learn more:
First Touch
Attributes credit to the first click before the conversion.
First Touch Example: If a user clicks a Google ad and then a Facebook ad and then converts, the Google ad will get the credit.
Last Touch
Attributes credit to the last click before the conversion.
Last Touch Example: If a user clicks a Facebook ad, then a Google ad, then an Instagram ad and then converts, the Instagram ad gets the credit.
Last Non-Direct Touch
Attributes credit to the last click before the conversion, excluding direct visits.
Last Non-Direct Touch Example: If a user clicks an Instagram ad, then directly visits your website to make a purchase, the Instagram ad gets the credit.
Last Touch - Source Specific
Credits the last click from a specific source.
'Last Touch - Source Specific' Example: If a user clicks Facebook ad #1, then Facebook ad #2, and finally a TikTok ad before converting, Facebook ad #2 gets credit when viewing Facebook data in your Cometly ads manager, and the TikTok ad gets credit when viewing TikTok data in your Cometly ads manager.
First Touch - Source Specific
Credits the first click from a specific source.
'First Touch - Source Specific' Example: If a user clicks Google ad #1, then Google ad #2, and a Facebook ad before converting, Google ad #1 gets credit when viewing Google data in your Cometly ads manager, and the Facebook ad gets credit when viewing Facebook data in your Cometly ads manager.
Linear
Splits credit equally across all touchpoints.
Linear Example: If a user clicks a Facebook ad, Google ad, Email, then comes back via Google search and finally converts, all 4 of those will share equal credit. This will be shown as 0.25 (1 conversion divided by 4 sources) for each source.
Linear Paid
Divides credit equally across all paid sources.
Linear Paid Example: If a user clicks on two different paid ads before converting, each paid ad gets an equal share of the credit. This model ignores all organic source touchpoints.
U-Shaped
U-Shaped Attribution is an attribution model which emphasizes and credits the first and last touchpoint a user encounters with more credit, than the touchpoints encountered in the middle of the customer journey. Specifically the first and last touch touchpoint encountered is given 40% of the conversion credit. The remaining 20% is distributed equally among all other touchpoints encountered in the journey.
U-Shaped Example: If a user clicks a Facebook ad first, then interacts with several other ads, and finally clicks a Google ad before converting, the Facebook and Google ads each receive 40% of the credit, while the middle interactions share the remaining 20%.
🪟 Attribution Windows
An attribution window is a defined period of time during which events are tracked and attributed to a marketing source or ad.
Different businesses have different needs when it comes to attribution windows. For some, crediting an ad clicked a month before a purchase might not make sense. On the other hand, companies with longer sales cycles, like those selling high-ticket items, might find a month too short to capture the full customer journey.
With Cometly, you have the flexibility to choose an attribution window that fits your business perfectly. We offer options such as 1 Day, 7 Day, 14 Day, 30 Day, 60 Day, 90 Day, and even Lifetime (tracking the entire customer journey no matter how long it takes).
This way, you can accurately credit each interaction that leads to a conversion.
Since each attribution model has its own unique approach, it’s important to know how they work and when to use them. Let's explore!
List of attribution windows in Cometly
An attribution window is a defined period of time during which events are tracked and attributed to a marketing source or ad.
LTV (Lifetime Value): Measures the total revenue a customer generates over their entire relationship with a business.
1 Day: Attributes conversions that occur within 1 day of the initial interaction.
7 Day: Attributes conversions that occur within 7 days.
14 Day: Attributes conversions that occur within 14 days.
30 Day: Attributes conversions that occur within 30 days.
60 Day: Attributes conversions that occur within 60 days.
90 Day: Attributes conversions that occur within 90 days.
Understanding these models and windows helps in accurately measuring the effectiveness of different marketing strategies and channels, providing a clearer picture of how your marketing efforts contribute to conversions.