Attribution: Single Assignment Models

Single-campaign attribution models are designed to credit only one campaign per goal. These models are straightforward and efficient, making them ideal for scenarios where a single attribution point is sufficient. They are particularly useful for identifying the most influential touchpoint in the customer journey based on specific criteria.

One of these models can also be selected as the default attribution model. The default model determines how all e-commerce-related metrics (e.g., revenue and orders) are calculated automatically. This allows you to consistently apply the selected attribution logic across your data, without requiring separate configurations for each metric.

Key Benefits of Single Assignment Models

• Simplicity: Easy to configure and interpret, making them ideal for quick analysis.

• Focused Insights: Helps identify the most impactful campaign in a user’s journey.

• Clear Attribution: Avoids complexity by assigning credit solely to one touchpoint.

• Comprehensive Metric Availability: The default model automatically calculates all e-commerce-related metrics. For alternative attributions, multiple metrics can be attributed, providing flexibility for deeper analysis.

Overview of available Single Assignment Models

The following example illustrates a single-user journey with multiple campaign touchpoints. Each campaign in the journey has a priority, and on February 15th, the website goal—in this case, an order—was achieved.

Below the image, you will find a table listing all available single-assignment models and how each model would assign attribution based on the example.

Only campaigns clicked before a website goal has been attained are considered.