Attribution Report

Welcome

In this module, you will learn about the Attribution Report feature and how to use it to create custom reports for analysis.

After completing this module, you should be able to:

• State the purpose of attribution reports

• Identify each of the report elements available

• Create a custom report using key components

• Manage and configure report (view, edit, export and share)

What is it? / Why use it?

Attribution reports in ODP are designed to help you understand how different events such as customer engagements with websites, emails, blogs, etc. contribute to conversions like purchases or form submissions. This makes it possible for you to analyze how these events influence one another and to determine how your campaigns are performing.

A key element of these reports is the attribution model, which determines how value for a conversion is distributed among customer interactions. Each models assign value differently:

• Linear – Splits credit for a conversion equally between all the customer interactions before conversion.
• First – Referred to as first-click or first-touch, gives 100% credit to the first customer interaction before conversion.
• Last – Referred to as last-click or last-touch, gives 100% credit to the last customer interaction before conversion.
• First & Last – Splits credit for a conversion equally between the first and the last customer interaction before conversion.
• Time Decay – Spreads out the value across multiple events. Unlike linear attribution, this model also considers the time of the interactions. Interactions have more value if they occur closer to the conversion time.

Follow this guided demo on attribution reports for better understanding: