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#Business process modeling tools comparison series

If you consider generic keyword sessions to be more valuable than brand keyword sessions, you will want to decrease the credit given to your brand keyword channel.

#Business process modeling tools comparison series

To reduce by half the credit given to direct traffic that is the last touchpoint in a series of sessions, create the following custom credit rule: Include Position in Path Exactly Matching lastĬredit 0.5 times other interactions in the conversion path If you consider Direct touchpoints to be from customers who have already been won through another marketing effort, you may wish to decrease the value of the Direct channel. Here are a few examples of rules you may wish to apply. When creating a custom model, you specify custom credit rules. As in the example above, if a second rule were applied that Branded Search was to be credited 0.1 as much as other touchpoints, those Branded Search touchpoints that also match the rule defined for Paid Search would receive 2 x 0.1 = 0.2 times as much credit as other touchpoints. Note that if you create multiple rules that apply to the same touchpoint, the credit weighting for the overlapping rules will be multiplied. However, if you apply a credit of 2 to the Paid Search channel, and the third touchpoint in the path was Paid Search, credit would be applied as follows: So, in a conversion path with four interactions, each touchpoint would receive 25% credit. Note that the rules all specify relative credit distribution.įor example, the Linear model divides conversion credit evenly across touchpoints. Click the Save and Apply button to start using your custom attribution model.

See the next section for examples of custom credit rules. After defining the touchpoints you wish to identify, specify how these touchpoints will be distributed conversion credit, relative to other touchpoints. ( Optional) Set Apply custom credit rules to On to define conditions that identify touchpoints in the conversion path according to characteristics such as position ( first, last, middle, assist) and campaign or traffic source type ( Campaign, Keyword, and other dimensions).

( Optional) Set Adjust credit based on user engagement to On to distribute credit proportionally based on engagement metrics.

( Optional) Set Adjust credit for impressions to On to customize how impressions are valued.

( Optional) Set Lookback Window to On to specify a Lookback Window of 1-90 days.

You can choose Linear, First Interaction, Last Interaction, Time Decay, and Position Based as baseline models. The baseline model defines how credit is distributed to touchpoints in the path before the custom credit rules are applied.

Use the Baseline Model drop-down menu to select the default model you want to use as a starting point for your custom model.

Click on the model drop-down selector, and choose Create new custom model.

You may create up to 10 custom attribution models per view. This allows you to tailor models specifically to the set of assumptions you wish to evaluate in your conversion path data. In addition to the default models, you can use the Model Comparison Tool to create, save, and apply a custom model that uses the rules you specify. Increase or decrease investment in a channel as guided by the model output, then observe your results in the data. Regardless of the model(s) you use, test your assumptions by experimenting. When evaluating the effectiveness of your channels, use attribution models that reflect your advertising goals and business models. You can select up to three attribution models at a time and compare the results from each model in the table. Select an attribution model (for example, Last Interaction) in the tool, and the table shows the number of Conversions (or Conversion Value, depending upon your selection) for each channel, as calculated by that model.