Basics - Attribution and Website Goals

Attribution is the process of assigning credit to marketing campaigns that contribute to a visitor achieving a specific website goal, such as making a purchase, signing up for a newsletter, or completing a registration. Understanding attribution is crucial for evaluating the effectiveness of your campaigns.

1 Default Attribution Model

By default, Mapp Intelligence uses a Last Campaign Wins model, meaning the last campaign interaction before a goal is achieved gets the credit. This model is automatically applied whenever you combine any e-commerce-related analysis object (e.g., orders, revenue) with a campaign analysis object.

Analysis example for default attribution “Last Campaign Wins”

With the 2,807 orders, the channel "SEO" was the last contact before placing the order.

The default setting can be configured under Mapp Q3 > Configuration > Marketing Configuration > General Settings > Default Attribution.

Example Last Campaign Wins:

A user clicks on two campaigns: first a Display campaign, followed by a SEA campaign, before making a purchase. The SEA campaign is credited with the conversion.

2 Available Attribution Models

Mapp Intelligence offers several attribution models, giving you flexibility in how campaign credit is assigned. These include:

1. First Campaign Wins: The first campaign interaction in the customer journey receives full credit for the goal.

2. Last Campaign Wins: The last campaign interaction before the goal achievement is credited.

3. Prioritized Campaign: The campaign with the highest priority (configured by you) receives the credit. If priorities are equal, the last campaign wins.

4. Last Session: Credits the first campaign interaction within the session in which the goal was achieved.

5. Direct Campaign: Credits the last campaign in the session, provided there was no other campaign interaction.

6. Last Five Campaigns: Credits are distributed across the last five campaign interactions leading to the goal, based on pre-defined weightings.

7. Distribution Across All Available Ad Media: Credits are distributed across all campaign contacts, not just the last five, with weightings assigned accordingly.

The “Last Five Campaigns” and “Distribution Across All Available Ad Media” models cannot be set as the default attribution model. These models are available for advanced configuration.

3 Using Multiple Attribution Models in Parallel

In Mapp Intelligence, you can use several attribution models in parallel. While the default attribution model (usually Last Campaign Wins) is always applied when combining any e-commerce-related analysis with campaign data, you can define additional custom attribution models for more advanced insights.

Example for using multiple models in parallel

These custom models are reflected through different metrics in your analysis. Each metric corresponds to a specific attribution model, allowing you to compare how different models affect campaign performance. For example, you can add metrics for the Last Five Campaigns or the Distribution Across All Ad Media models and analyze them alongside the default model.

This flexibility helps marketers see how various attribution strategies impact conversion tracking and overall campaign success.

Detailed information about attribution models can be found in the training chapter Campaign Configuration.