In the case of an eVar or a campaign variable, the last value will always receive credit in the standard attribution model. Note: Adobe has many other attribution models that we cover in Attribution IQ below.
Tip: When given the option and whenever possible, we recommend sticking with Adobe Analytics Marketing Channel setup. They will not interfere with any other setup and are much easier to understand and maintain than a custom solution. If you’re at the stage where Marketing Channels do not meet your needs, only then would we recommend a more advanced custom option.
Attribution modelling
Attribution modeling is key to understanding the contribution of SEO traffic to your website’s goal. Think about your own web usage. Say you need some new sneakers. What does your purchase journey look like?
Perhaps first, you do a broad search for sneakers. Nike has a paid ad right at the top of the SERPs, and you click it. You browse around, put a couple of sneakers in the cart that you like, and you even sign up for their mailing list, but you ultimately decide to stop shopping and close your laptop for the day. One week later, you have an email in your inbox with a 30% off coupon. You click the link and arrive back on the website. You shop around a little more but still can’t decide. Finally, three days later, you’re ready to purchase. You do a Google search for “Nike” and click on their organic listing. You finally buy those sneakers you’ve been eyeing.
See? The user journey is not often straightforward. Now consider this question: which marketing channel gets credit for your purchase? You arrived on the site through paid first, then you went back to the site via email, and lastly, you arrived on the site organically. Luckily, with Attribution IQ, you can look at this shopping scenario in a few different ways to better understand your customer.
Let’s talk about the most common attribution models and lookback windows, the two critical parts to attribution modeling.
Attribution IQ
With Marketing Channels, Adobe gave you the ability to compare two attribution models: First Touch and Last Touch. (We used them in our dashboard in Chapter Two). Many companies still use these two variables in their channel reporting, but in 2018, Adobe introduced “Attribution IQ” to extend attribution to all variables (not just Marketing Channels) along with new models.
Adobe Analytics currently offers ten out-of-the-box attribution models (along with a custom option), but the following four are the most common we’ve seen used. Adobe defines these four models as follows:
Last Touch: gives 100% credit to the touch point occurring most recently before conversion.
First Touch: gives 100% credit to the touch point first seen in the attribution lookback window.
Participation: gives 100% credit to all unique touch points. The total number of conversions is inflated compared to other attribution models. Participation deduplicates channels that are seen multiple times.
Linear: gives equal credit to every touch point seen leading up to a conversion.
For the complete list, check out Adobe’s helpful documentation on Attribution Models and Lookback Windows.
Lookback windows
When it comes to attribution modeling, on top of selecting your attribution model, you must also consider your lookback window. A lookback window is the time period in which interactions should be included. For example, if you visited the Nike site once in January but didn’t return to the site again until March, should your initial visits be counted towards your conversion? That depends on your lookback window.
A 7-day or 14-day lookback window is commonly used, but you can do 30 days, three months or even longer. Consider your typical sales cycle when making this decision.
Example of different attribution models
Now that you have a basic understanding of your attribution model options and lookback windows, let’s go back to our sneaker purchase. As mentioned above, you did the following:
Clicked on an SEM ad and signed up for Nike’s mailing list.
One week later, Nike emailed a coupon and you clicked the link and returned to the website.
Finally, three days after that, you searched for Nike, clicked on an organic listing, and then made a purchase.
From your initial click on the paid add to the purchase of your new sneakers, 10 days have passed.
Now let’s review how Last Touch, First Touch, Participation, and the Linear Attribution models with a 14-day lookback window will attribute your purchase.