Attribution Modeling helps you understand which marketing touchpoints contribute to conversions, enabling smarter budget allocation and campaign optimization.
Overview
Navigate to Analytics > Attribution to access attribution modeling.
| Feature | Description |
|---|
| Multiple Models | Six different attribution approaches |
| Channel Analysis | See which channels drive conversions |
| Campaign Analysis | Credit by individual campaign |
| Path Analysis | Understand customer journeys |
| AI Insights | Smart recommendations |
Attribution Models
First Touch Attribution
| Aspect | Description |
|---|
| Credit Distribution | 100% to first interaction |
| Best For | Awareness campaigns |
| Insight | What introduces customers to your brand |
Example: Customer sees Facebook ad > clicks Google ad > purchases
- Facebook gets 100% credit
Last Touch Attribution
| Aspect | Description |
|---|
| Credit Distribution | 100% to last interaction |
| Best For | Direct response campaigns |
| Insight | What closes the sale |
Example: Customer sees Facebook ad > clicks Google ad > purchases
Linear Attribution
| Aspect | Description |
|---|
| Credit Distribution | Equal credit to all touchpoints |
| Best For | Balanced view of customer journey |
| Insight | All touchpoints matter equally |
Example: Customer sees Facebook ad > clicks Google ad > purchases
- Facebook gets 50%, Google gets 50%
Time Decay Attribution
| Aspect | Description |
|---|
| Credit Distribution | More credit to recent interactions |
| Best For | Long sales cycles |
| Insight | Recent touchpoints matter more |
Example: Customer sees Facebook ad (Day 1) > clicks Google ad (Day 7) > purchases (Day 7)
- Facebook gets ~30%, Google gets ~70%
Position Based (U-Shaped)
| Aspect | Description |
|---|
| Credit Distribution | 40% first, 40% last, 20% middle |
| Best For | Hybrid strategy |
| Insight | Introduction and closing are key |
Example: Facebook > Instagram > Google > Purchase
- Facebook: 40%, Instagram: 10%, Google: 10%, Direct: 40%
Data-Driven Attribution
| Aspect | Description |
|---|
| Credit Distribution | AI calculates based on your data |
| Best For | Maximum accuracy |
| Insight | True contribution of each touchpoint |
The AI analyzes your conversion patterns to determine actual impact of each touchpoint.
Generating Reports
Step-by-Step Process
| Step | Action |
|---|
| 1 | Select an attribution model |
| 2 | Choose date range (default: last 30 days) |
| 3 | Click "Generate Report" |
| 4 | Wait for processing (10-30 seconds) |
| 5 | View results |
Date Range Options
| Range | Use Case |
|---|
| Last 7 days | Recent performance |
| Last 30 days | Monthly view |
| Last 90 days | Quarterly analysis |
| Custom | Specific period |
Report Contents
| Section | Description |
|---|
| Summary | Total conversions and value |
| Channel Attribution | Credit by marketing channel |
| Campaign Attribution | Credit by campaign |
| Path Analysis | Customer journey insights |
| Insights | AI recommendations |
Channel Attribution
Channel Breakdown
| Column | Description |
|---|
| Channel | Marketing channel name |
| Conversions | Attributed conversions |
| Value | Attributed revenue |
| Percentage | Share of total credit |
Common Channels
| Channel | Includes |
|---|
| Paid Social | Facebook, Instagram ads |
| Paid Search | Google Ads, Bing Ads |
| Organic Search | SEO traffic |
| Direct | Direct website visits |
| Email | Email marketing |
| Referral | Partner/affiliate traffic |
Interpreting Results
| Scenario | Insight |
|---|
| Paid Social high in First Touch | Good for awareness |
| Paid Search high in Last Touch | Good for closing |
| Email high in Time Decay | Nurtures mid-funnel |
Campaign Attribution
Campaign-Level View
| Column | Description |
|---|
| Campaign Name | Your campaign name |
| Campaign ID | Unique identifier |
| Conversions | Attributed conversions |
| Value | Attributed revenue |
| Percentage | Share of total credit |
Using This Data
| Action | Benefit |
|---|
| Identify top converters | Scale winning campaigns |
| Find underperformers | Optimize or pause |
| Compare by objective | Understand role of each |
Path Analysis
Conversion Paths
The path analysis shows common customer journeys:
| Element | Description |
|---|
| Path | Sequence of touchpoints |
| Conversions | How many took this path |
| Avg Value | Average order value |
Example Paths
| Path | Interpretation |
|---|
| Facebook > Direct > Purchase | Social drives awareness, direct converts |
| Google > Facebook > Google > Purchase | Multiple research touchpoints |
| Email > Purchase | Email directly converts |
Path Metrics
| Metric | Description |
|---|
| Avg Path Length | Typical touchpoints before purchase |
| Avg Time to Convert | Days from first touch to purchase |
| Top Entry Points | First touchpoint channels |
| Top Exit Points | Last touchpoint channels |
AI Insights
Top Finding
The AI identifies the most important insight from your data:
Examples:
- "Paid Social introduces 60% of converting customers but gets only 20% of last-touch credit"
- "Customers with 3+ touchpoints convert at 2x higher value"
- "Email remarketing closes 35% of abandoned cart conversions"
Recommendations
AI provides actionable suggestions:
| Type | Example |
|---|
| Budget Allocation | "Increase Paid Social budget - high first-touch impact" |
| Campaign Optimization | "Test remarketing for users who clicked but didn't convert" |
| Strategy | "Invest in mid-funnel content to shorten path length" |
Opportunities
Identified growth opportunities:
| Opportunity | Description |
|---|
| Undervalued Channels | Channels with hidden contribution |
| Path Optimization | Ways to shorten conversion path |
| Cross-Channel Synergies | Channel combinations that work together |
Choosing the Right Model
Decision Guide
| Situation | Recommended Model |
|---|
| Brand awareness focus | First Touch |
| Direct response / sales | Last Touch |
| Want balanced view | Linear |
| Long sales cycle | Time Decay |
| Value intro and close | Position Based |
| Have enough data | Data-Driven |
Data Requirements for Data-Driven
| Requirement | Minimum |
|---|
| Conversions | 100+ per month |
| Touchpoints | Multiple channels active |
| History | 30+ days of data |
Model Comparison
Run reports with different models to see how credit shifts:
| Channel | First Touch | Last Touch | Linear |
|---|
| Paid Social | 45% | 20% | 32% |
| Paid Search | 30% | 50% | 35% |
| Email | 10% | 25% | 18% |
| Direct | 15% | 5% | 15% |
This comparison reveals which channels are undervalued in simple models.
Recap
Attribution Modeling provides:
- Six Models - From simple to AI-powered
- Channel Insights - Understand channel contribution
- Campaign Analysis - Credit at campaign level
- Path Analysis - Visualize customer journeys
- AI Recommendations - Actionable insights
Use attribution to make smarter budget allocation decisions.