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Example: Every touchpoint of this customer journey should get an equal share of the commission: 100 % divided by 4 means:
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Conversions with multiple winning touchpoints
Every conversion consists basically of two levels:
Conversion information (like order id, new customer, order value etc)
Touchpoint information: One or multiple touchpoints are winner.
Touchpoints refer to partners
Commissions are paid on a touchpoint level
Go to finance > conversions and take a look at conversions. The touchpoint icon already tells, if single or multi touch attribution was applied:
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one winner (single attribution)
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multiple winners (multi touch attribution)
clicking on the touchpoint icon reveals touchpoint details like
winning partners and ad spaces
credits (in percent)
commission
visibility for partner
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Applied commission
Commission is applied on the touchpoint level. The formula for crediting multi touch attribution conversions is simple:
Credit x Commission (defined in the commission model)
Therefore, partners (more precise: relations with ad spaces) can have different commission models, also when working with multi touch attribution.
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Example 1: same commission per winner Conversion (Amount: 100 EUR) with 3 winning touchpoints (33% - 33% - 33%)
Total commission = 4,95 EUR |
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Example 2: different commissions per winner Conversion (Amount: 100 EUR) with 3 winning touchpoints (33% - 33% - 33%)
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Activating multi touch attribution
Go to trail > settings > tracking settings and activate multi touch attribution.
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Please be aware: The activation of multi touch attribution is effective immediately. |
The multi touch attribution manager
Go to partnerships > advertiser > manage advertisers and then open the multi touch attribution manager.
The multi-touch attribution model is a rule-based attribution model. It consists of several configuration properties and a set of rules. The different parts of the attribution model are explained in the following.
Choosing a base model
The base model is the model that is used to distribute credits among touch points based on their position, independent of individual properties of a touch point.
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Linear: Each touchpoint receives the same share of credits. The credit is split among all touchpoints.
Time decay: The closer the touchpoint is to the conversion, the more credit it receives.
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For most use cases, the base model Linear does a very good job. |
Maximum Winner Count
If every touch point can receive credit, you want to avoid to give credit to a large number of touchpoints. After all, the commission will be split and if too many touchpoints were credited, the commission share may get so low, it would not make sense.
So we recommend to set a maximum count of touchpoints, that can be winners and thus get a credit. System default is 12.
Attribution Windows
The attribution window is the age or lookback window, where a touchpoint can still become a winner. In previous times (before cookieless tracking) this was also called “cookie time.”
If you want to define your attribution window, you may so so. Otherwise the default will be applied.
default attribution window for clicks is 30 days
default attribution window for ad impressions (views) is 0 days
Custom Rules (Attribution Model
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The custom rule defines how a total credit of 100% is distributed among touchpoints of a customer journey. The Ingenious Attribution attribution distributes the total credit by allocating parts of the total credit to particular touchpoints.
Credit is distributed by the use of functions. These functions can be freely defined in the multi touch attribution manager.
Please note: Functions offer maximum flexibility in creating individual attribution rules.
The most common cases and examples of multi touch attribution rules can be found here.
Functions
Functions allocate credits to touchpoints. Typically you will define multiple functions within an attribution model. The final credit of a touchpoint will be the combination of the results of all functions.
The Ingenious Attribution supports multiple types of functions. Each function type implements a different method of allocation.
Every function definition is provided with a hint. You can rewrite it to make every step more comprehensible.
The following table shows the different function types:
Type | Description | Example Usage |
|---|---|---|
Credit | Allocates a configurable credit value to touchpoints. | Multiply the credit |
Credit Linear | Dynamically allocates credit to touchpoints based on the time of a touchpoint and a configurable linear function. | Credit all touchpoints linear. |
KeepWinners
Keeps a configurable maximum count of winners.
Remove Matching Touchpoints | Remove all touchpoints matching the condition. | |
Keep Matching Touchpoints | Remove all touchpoints not matching the condition. |
Condition Attributes
You can use the following attributes in the parameter "condition" to match touchpoints.
Name | Description | Data Type | Value Range |
|---|---|---|---|
requestType |
Touchpoint request type |
. | String list | click, view |
deviceType |
Touchpoint device type |
. | String list | desktop, tablet, mobile | |
adspaceId | Touchpoint adspace id. | Number list | |
partnerId | Touchpoint partner id. | Number list | |
adspaceCategoryId | Touchpoint adspace category id. | Number list | |
adspaceSubcategoryId | Touchpoint adspace subcategory id. | Number list | |
channelId | Touchpoint channel id. | Number list | |
channelType | Touchpoint channel type. | String list | paid, owned, earned |
position | The position of the touchpoint in the customer journey | Number | 1-n |
positionFromEnd | The position of the touchpoint in the customer journey when counted from the end. | Number | 1-n |
adspaceId
The adspace id.
Number
partnerId
The partner id.
Number
adspaceCategoryId
The adspace category id.
Number
adspaceSubcategoryId
The adspace subcategory id.
Number
channelId
The channel id.
first | Is the first touchpoint in the customer journey. | Boolean | false, true |
last | Is the last touchpoint in the customer journey. | Boolean | false, true |
lastSameRequestType | Is the last touchpoint of its request type. | Boolean | false, true |
lastSameDeviceType | Is the last touchpoint of its device type. | Boolean | false, true |
lastSameAdspaceId | Is the last touchpoint with its adspace id. | Boolean | false, true |
lastSamePartnerId | Is the last touchpoint with its partner id. | Boolean | false, true |
lastSameAdspaceCategoryId | Is the last touchpoint with its adspace category id. | Boolean | false, true |
lastSameAdspaceSubcategoryId | Is the last touchpoint with its adspace subcategory id. | Boolean | false, true |
lastSameChannelId | Is the last touchpoint with its adspace id. | Boolean | false, true |
lastSameChannelType | Is the last touchpoint of its channel type. | Boolean | false, true |
ujRequestTypes | All customer journey request types. | String list | click, view |
ujDeviceTypes | All customer journey device types. | String list | desktop, tablet, mobile |
ujAdspaceIds | All customer journey adspace ids. | Number list | |
ujPartnerIds | All customer journey partner ids. | Number list | |
ujAdspaceCategoryIds | All customer journey adspace category ids. | Number list | |
ujAdspaceSubcategoryIds | All customer journey adspace subcategory ids. | Number list | |
ujChannelIds | All customer journey channel ids. | Number list | |
ujChannelTypes | All customer journey device types. | String list | paid, owned, earned |
We have created examples of the most common attribution rules - read on here.