The attribution model defines which campaigns are responsible for the attainment of a website goal.
Available models
Mapp Intelligence offers several models:
- Simple assignment
A single campaign is responsible for goal achievement.
You can choose between different options:- the first campaign across multiple visits
- the last campaign across multiple visits
- the campaign with the highest priority (i.e., the highest numerical value) across multiple visits
- the first campaign within a visit
- the last campaign within a visit
- Multiple assignment
Several campaigns are responsible for goal achievement.
You can choose between two options:
- the last 5 campaigns
- all campaigns
When using simple assignment, arbitrary e-commerce metrics (i.e., more than one) can be used for attribution.
When using multiple attributions, one attribution metric can be set.
Configuring a default attribution
The default attribution can be chosen individually from one of the simple assignment. Whenever doing an e-commerce analysis or campaign analysis, this attribution model is used.
To configure the default attribution, go to Mapp Q3 > Marketing Configuration > General Settings > Default Attribution.
Further details on the configuration can be found in the training chapter.
Please note that attributions are not calculated retroactively.
Configuring an alternative attribution
Alternative attribution models are defined for each website goal. To define one, go to Mapp Q3 > Configuration > Goals, edit the goal, and choose New Attribution.
Afterward, click on Save.
Further details on the configuration can be found in the training chapter.
Please note that attributions are not calculated retroactively.
Using default attributions and alternative attributions in the analysis
For each further attribution model, new metrics are created that show the values for the underlying metric using this attribution model.
