Manage campaign attribution reports

  • Updated
If you had access to campaigns prior to April 2023, Optimizely updated the tab name from Campaigns to Activation. All functionality remains the same.

Use an attribution report to analyze how certain events influence one another, such as customer engagements before they made a purchase. 

Create an attribution report

 To create an attribution report:

  1. Go to Activation > Attribution.
  2. Ensure the report name drop-down list is set to New Attribution.      
  3. Select the desired report filters. 
  4. Click Save.

Attribution report elements

Use the following options to determine the data included and displayed in your attribution report.

1. Model for attribution

Attribution modeling analyzes which touchpoints or channels receive credit for a customer's conversion (like purchase). Each model distributes the value of the conversion differently.

  • Linear – This model splits credit for a conversion equally between all the interactions you had with a customer before they converted.
  • First – Also referred to as "first-click" or "first-touch." This model gives 100% credit to the first interaction you had with a customer before they converted.
  • Last – Also referred to as "last-click" or "last-touch." This model gives 100% credit to the last interaction you had with a customer before they converted.
  • First & Last – This model splits credit for a conversion equally between the first and the last interaction you had with a customer before they converted. 
  • Time Decay – This model spreads out the value across multiple events. Unlike linear attribution, the Time Decay model also considers when the interactions occurred. Interactions that occur closer to the time of conversion (like purchase) have more value. 

2. Reporting metric

The expression that events, including engagements and conversions, must match to be included in the report. You can review and manage the options that display here in the filters tool.

3. Event parameters

These fields display the results of the report's event expression beside your engagement and conversion data.

4. Event

These fields display the results of the report's conversion and engagement expressions.

5. Attribution window

This is the maximum amount of time allowed between a customer's engagement event and conversion. The conversion must have occurred within this range to display in the report.

6. Timeframe

The date range refines the results of the report's expression. 

7. Segment

This further refines the report's results by only applying the report's expression to the customers in the selected segment. Learn more about creating and managing segments.

8. Engagements

Engagements are the customer behaviors or actions you want to attribute to a conversion. 

You can review and manage the options that display here in the filters tool.

9. Conversions

This displays the total number, value, or share of conversions related to the number of engagements.

You can review and manage the options that display here in the filters tool.

View an attribution report

To view an attribution report:

  1. Go to Activation > Attribution.
  2. Expand the New Attribution drop-down list and select the name of the report you want to access.

Edit an attribution report

To edit an attribution report:

  1. Go to Activation > Attribution.
  2. Expand the New Attribution drop-down list and select the name of the report you want to edit.
  3. Make the desired changes and click Save.

To edit an existing attribution report while preserving the original:

  1. Go to Activation > Attribution.
  2. Expand the New Attribution drop-down list and select the name of the report you want to edit.
  3. Expand the Save drop-down list and select Save as New Attribution.
  4. Enter a Name for the copy.
  5. Select the Visibility for the copy.
  6. Click Save.

You are now viewing the copy and can make changes without affecting the original.

Share an attribution report

You can export the information within a report for external review. You can also copy the report's structure between ODP accounts so that you can use the same report across accounts.

Export an attribution report

To download a file with your attribution report's data:

  1. Go to Activation > Attribution.
  2. Expand the New Attribution drop-down list and select the name of the report you want to export.
  3. Click Export.
  4. Select the desired file type (CSV or JSON).

Copy an attribution report to another account

To share your attribution report's structure with another account: 

  1. Go to Activation > Attribution.
  2. Expand the New Attribution drop-down list and select the name of the report you want to copy.
  3. Hover your cursor over the report you want to share and click the copy icon.
  4. Select the Account and Scope with which you want to share the report.
  5. Click Copy.