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Info

Example: Every touchpoint of this customer journey should get an equal share of the commission:

100 % divided by 4 means:

  1. Click, channel display: 25%

  2. Click, channel content: 25%

  3. Click, channel search: 25%

  4. Click, channel voucher: 25%

...

Conversions with multiple winning touchpoints

Every conversion consists basically of two levels:

  1. Conversion information (like order id, new customer, order value etc)

  2. Touchpoint information: One or multiple touchpoints are winner.

    1. Touchpoints refer to partners

    2. 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:

...

one winner (single attribution)

...

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

  • …

...

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.

Info

Example 1: same commission per winner

Conversion (Amount: 100 EUR) with 3 winning touchpoints (33% - 33% - 33%)

  1. Partner/Adspace “Voucher” (commission model Standard: 5%) = 100 * 0,33 * 0,05 = 1,65 EUR

  2. Partner/Adspace “Social” (commission model Standard: 5%) = 100 * 0,33 * 0,05 = 1,65 EUR

  3. Partner/Adspace “Content” (commission model Standard: 5%) = 100 * 0,33 * 0,05 = 1,65 EUR

Total commission = 4,95 EUR

Info

Example 2: different commissions per winner

Conversion (Amount: 100 EUR) with 3 winning touchpoints (33% - 33% - 33%)

  1. Partner/Adspace “Voucher” (commission model Standard: 5%) = 100 * 0,33 * 0,05 = 1,65 EUR

  2. Partner/Adspace “Social” (commission model Standard: 5%) = 100 * 0,33 * 0,05 = 1,65 EUR

  3. Partner/Adspace “Content” (commission model Premium: 8%) = 100 * 0,33 * 0,08 = 2,64 EUR


Total commission = 5,94 EUR

Activating multi touch attribution

Go to trail > settings > tracking settings and activate multi touch attribution.

...

So we recommend to set a maximum count of touchpoints, that can be winners and thus get a credit. System default is 3012.

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.”

...

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.
You can define which touchpoints receive credit by specifying a condition.

Multiply the credit
of each touchpoint with channel "Content"
by factor 2.

CreditLinear

Credit Linear

Dynamically allocates credit to touchpoints based on the time of a touchpoint and a configurable linear function.
If you specify an increasing linear function, later touchpoints will get more credit.
If you specify a decreasing linear function, earlier touchpoints will get more credit.
 
You can define which touchpoints receive credit by specifying a condition.

Credit all touchpoints linear.

KeepWinners

Keeps a configurable maximum count of winners.

Keep 10 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

The

Touchpoint request type

of the request

.

String list

click, view

deviceType

The

Touchpoint device type

of the device

.

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
when counted from the beginning.

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.

Number

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.