What is attribution?


Attribution is the process of assigning credit to touchpoints along a consumer's conversion path. Each of the steps leading up to the conversion is called touchpoints, which include any of a consumer's interactions with an ad.

This is people-based attribution.

Attribution Models

  • First Click - The first-click or visit attribution model gives 100% of the credit for a conversion to the first click or visit that happened on a conversion path.

  • First Touch - The first-touch attribution model gives 100% of the credit for a conversion to the first click or visit that happened in a conversion path. If there was no click or visit, then it will credit the first impression.

  • Last Click - The last-click or visit attribution model gives 100% credit to the last click or visit that happened in a conversion path.

  • Last Touch - The last-touch attribution model gives 100% of the credit for a conversion to the last click or visit that happened in a conversion path. If there was no click or visit, then it will credit the last impression.

  • Positional - The positional attribution model gives a specific percentage of the credit for a conversion to the first and last touchpoints in a conversion path, with the remaining credit distributed evenly across all other touchpoints.

  • Time Decay - The time decay attribution model gives an increasing percentage of the credit for a conversion to touchpoints as they get closer in time to the conversion.

  • Even Credit - The even credit attribution model gives an equal percentage of the credit for a conversion to each touchpoint on a conversion path.

By default, Facebook Attribution selects a last-touch model with a 1-day impression and 28-day click window. For eg. Swati sees a custom ad for Aurelia on 3rd Feb, she clicks on the ad and visits the Aurelia website, adds a product to cart but doesn’t buy anything. On 6th Feb, she sees a dynamic ad and on 7th Feb visits the website and ends up purchasing a Kurta. In this case, FB would attribute the sale to the 1D Click under 28D View attribution.

Attribution Windows

The attribution window that you select will be used to determine how long before a conversion the model should look for touchpoints to give credit. A combination of the following windows can be selected-

Click

View

1 Day

1 Day

7 Day

7 Day

28 Day

28 Day

 View window must always be shorter than click window. 

 Eg. Swati sees an ad of “Sandals Carousel” for Tresmode on 14th Jan. She clicks on it and visits the website. On  21st Jan she sees an ad again “Sandals Slideshow” but does not click. On 28th Jan she sees and ad “Dynamic Ad” clicks on it. What would be the attribution window and which ad would be attributed if 

  1. She buys the product on 15th Jan. 1D Click Sandals Carousel

  2. She buys the product on 20th Jan. 7D Click Sandals Carousel

  3. She buys the product on 21st Jan.  1D View Sandals Slideshow

  4. She buys the product on 29th Jan. 1D Click Dynamic Ad

  5. She did not see ads on 21st and 28th and buys on 29th Jan. 28D Click Sandals Carousel.