Attribution Definitions | Building Materials

What is Attribution?

what is Attribution?

ATTRIBUTION WINDOW

An attribution window is the time frame during which a touchpoint can be credited with a conversion. It defines how long after an interaction a conversion can be attributed to that touchpoint.For example, consider a conversion that happens 10 days after a touchpoint of someone clicking an ad. If the attribution window is 7 days, then the ad will not be given any credit for that conversion (because the touchpoint falls outside the window).

Attribution in a business and marketing context refers to the process of identifying and assigning credit to various marketing touchpoints, such as clicking on an ad, visiting a website, reading an email, or seeing a social media post, that lead to a desired customer action, such as a purchase or sign-up. Essentially, it answers the question: "Which of our marketing efforts are driving results? By understanding which marketing efforts are driving results, it allows marketing strategies to devote more resources to those efforts.

Attribution strategy refers to the methods a business uses to assign value to different touchpoints. This will include:

• Defining the actions to measure
• Choosing an attribution model
• Deciding how to use the results to optimise marketing campaigns

ATTRIBUTION Strategy

Attribution Model refers to the rules or set of rules that determine how credit for conversions is assigned to various touchpoints in the customer journey. Different models distribute credit in different ways, depending on how they weight the influence of each touchpoint.Common models used include; last-click (giving all credit to the last touchpoint), first user (giving all credit to the first touchpoint of each user).

ATTRIBUTION Model

Common attribution models

Below are 3 common attribution models which can be used to assign 'credit' to various touchpoints. Click on a model to learn how the model assigns this credit. We'll be working through the advantages and disadvantages of these models in our upcoming training session. For now, it's important we understand each definition.

First-Click Attribution

First-click attribution measures which marketing touchpoint first caused a user to visit the site, and gives it 100% of the credit.

Data-Driven Attribution

Data-driven attribution distributes credit for a conversion based on existing data and machine learning methods.

Last-Click Attribution

Last-click attribution measures which marketing touchpoint caused a user to visit the site immediately before purchasing, and gives it 100% of the credit.