Attribution block

  • Updated

Use the attribution block to assign credit for a conversion to an earlier touchpoint in a user's journey.

Configure the following fields:

  • Attribution type – Configure the following attribution types:
    • First touch – Assign conversion credit to the first interaction within the attribution lookback window.
    • Last touch – Assign conversion credit to the last interaction within the attribution lookback window.
  • Actor – Select the entity whose behavior you are analyzing.
  • Effect event – Select the conversion event for which you would like to attribute credit.
  • Cause event – Select one or more events that potentially led to the effect event. These are the interactions or touchpoints you examined to determine their influence on the outcome.
  • Cause property – Select a specific property of the cause events to analyze. 
  • Time limit – Define the period within which the cause events are considered relevant to the effect event.

Example

To attribute a conversion to the Search event leading to the Make Purchase event,

  1. Select Last touch in the attribution type drop-down list.
  2. Select the Users dataset as the actor.
  3. Select Make Purchase as the Effect event.
  4. Select Search as the Cause event.
  5. Set Event Type as the Cause property.
  6. Set the time limit to 7 days.
  7. Click Run.
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Output

By using an attribution block, you get a detailed analysis of how different user interactions contribute to a specific conversion event.