Attribution Models

Question 1

What is the First Touch attribution model?

Answer 1

100% of the value is assigned to the first touch. (Example: Google Ads is assigned $10k credit for the opportunity).

Question 2

What is the Last Touch attribution model?

Answer 2

100% of the value is assigned to the last touch. (Example: SDR touchpoint is assigned $10k in credit).

Question 3

What is the Linear attribution model?

Answer 3

The total value is divided and distributed equally among all the touches. (Example: Google Ads is assigned $5k, Facebook Ads is assigned $2.5k, SDR touchpoint is assigned $2.5k).

Question 4

What is the Position-Based attribution model?

Answer 4

The first and last touches get 40% of the total value each and the remaining 20% is distributed among the remaining touches. (Example: Google Ads gets $5k credit, SDR gets $4k credit, and Facebook Ads gets $1k credit).

Question 5

What is the Uniform attribution model?

Answer 5

100% of the value is assigned to each touch. (Example: Google Ads gets $10k, SDR gets $10k, Facebook Ads gets $10k).

Question 6

What is the Time Decay attribution model?

Answer 6

The Time Decay model attributes less value to a touchpoint the further away it is from the conversion action. The value halves every 7 days.

Question 7

When should the Linear attribution model be used?

Answer 7

Linear is a credited attribution model used to signify a comparison between the level of influence that each touchpoint has on the final conversion action.

Question 8

When should the Uniform attribution model be used?

Answer 8

Uniform is not a credited attribution model. It signifies that the influence exists, regardless of its level. It’s most commonly used for deal amount metrics like aCV or identifying popular touchpoints before a conversion action.

Question 9

What touchpoints are included in attribution?

Answer 9

Qualified Touchpoints depend on the report breakdown selected. For example, selecting web-source breakdowns includes only web sources, while selecting page URLs includes only page views. The broadest range of touchpoints is included when multiple breakdowns are selected.

Question 10

How are touchpoints included in attribution when using a goal?

Answer 10

All qualified touchpoints before the first instance of the goal in a user/company’s journey within the selected date range are used. For example, if the report date range is ‘This Month,’ only touchpoints within that period are included.

Question 11

How are touchpoints included in attribution when using a sequence?

Answer 11

All qualified touchpoints before the first instance of the breakdown-selected sequence step within the selected date range are used.