Manage campaign attribution reports (Legacy)

  • Updated

An attribution report allows you to analyze how certain events have influenced one another. For example, the engagements a customer had with your brand before making a purchase.

This brief video reviews combining the various report elements to create a common attribution report concerning email campaigns. Dig deeper into the video's concepts by reviewing the rest of the information in this article. 

Create an attribution report

 To create an attribution report:

  1. Go to Campaigns > Attribution.
  2. Ensure the dropdown menu at the top right is set to New Attribution.
  3. Select the desired model for attribution, reporting metric, event parameters, events, attribution window, date range, segment, engagements, and conversions as outlined below. 
  4. Click Save.

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Understanding attribution report elements

The options outlined below allow you to determine the data that is included and displayed in your attribution report.

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1. Model for attribution

Attribution modeling is a framework for analyzing which touchpoints or channels receive credit for a customer's conversion (for example, Purchase). Each model distributes the value of the conversion differently.

  • Linear - This model splits credit for a conversion equally between all the interactions the customer had with your business before converting.
  • First - Also referred to as "first-click" or "first-touch." This model gives 100% of the 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% of the 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 that the customer had with your business before converting. 
  • Time Decay - Similar to linear attribution, this model spreads out the value across multiple events. But unlike linear attribution, the Time Decay model also takes into consideration when the interactions occurred. Interactions that occur closer to the time of conversion (for example, Purchase) have more value attributed to them. 

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 appear here in the Filters tool.

3. Event parameters

The fields used to display the results of the report's event expression. These display in the columns to the left of your engagement and conversion data.

4. Event

The fields used to display the results of the report's conversion and engagement expressions. These influence the engagement and conversion information presented in the report. 

5. Attribution window

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

6. Timeframe

The date range used to refine the results of the report's expression. 

7. Segment

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

The actions experienced before the conversion. These are the customer behaviors or actions you wish to attribute to a conversion. The "cause" in "cause and effect."

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

9. Conversions 

The total number, value, or share of conversions as they relate to the number of engagements. These are the customer behaviors or actions you wish to define as the "effect" in "cause and effect."

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

Load a previous attribution report

To load a previously saved attribution report:

  1. Go to Campaigns > Attribution.
  2. Click the New Attribution dropdown menu and select the name of the report you want to access.

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Edit an attribution report

To edit an existing custom attribution report:

  1. Go to Campaigns > Attribution.
  2. Expand the attribution name dropdown menu and select the name of the report you want to edit.
  3. Make the desired changes and click Save.

To edit an existing custom attribution report while preserving the original:

  1. Go to Campaigns > Attribution.
  2. Expand the attribution name dropdown menu and select the name of the report you want to edit.
  3. Expand the Save dropdown menu at the upper right and select Save as New Attribution.mceclip7.png
  4. Enter a Name for the copy.
  5. Select the Visibility for the copy.
  6. Click Save.
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You will now be 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 Campaigns > Attribution.
  2. Expand the attribution name dropdown menu and select the name of the report you want to export.
  3. Click Export.
  4. Select the desired file type; either CSV or JSON.mceclip9.png

The file will automatically download and can be opened or saved elsewhere via your browser. 

Copy an attribution report to another account

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

  1. Go to Campaigns > Attribution.
  2. Expand the attribution name dropdown menu.
  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.mceclip10.png