Atribution models

Here are the attribution models offered by default:

Last Touch Point: The conversion is attributed to the last paid or natural touchpoint in the 30 days before conversion. In the example below, the conversion is attributed to “SEO Google” with the Last Touch Point model, provided the “SEO Google” touchpoint was in a 30-hour attribution window:

First Touch Point: The conversion is attributed to the first paid or natural touchpoint in the 30 days before conversion. In the example below, the conversion is attributed to “SEM Google” with the First Paid Click model, provided the “SEM Google” touchpoint was in a 30-day attribution window:

Last Touch (Paid over Natural): The conversion is attributed to the last paid touchpoint in the 30 days before conversion. If the customer journey contains no paid clicks or impressions, the conversion is attributed to the last natural touchpoint in the 30 days before conversion. In the example below, the conversion is attributed to “Affiliation Tradedoubler” with the Last Touch (Paid over Natural) model, provided the “Affiliation Tradedoubler” touchpoint was in a 30-day attribution window:

In the second example, the conversion is attributed to “SEO Google” with the Last Touch (Paid over Natural) model, provided the ” SEO Google ” touchpoint was in a 30-day attribution window:

Linear flat: The conversion is attributed to all the touchpoints in the customer journey.

Each touchpoint receives an equitable percentage of the conversion.

U model: The conversion is attributed to all the touchpoints in the customer journey.

Touchpoints at the end of the customer journey receive a higher percentage of the conversion than those at the beginning of the customer journey.

The attribution percentage increases linearly and is calculated by the TagCommander algorithm.

Exponential: The conversion is attributed to all the touchpoints in the customer journey.

Touchpoints at the end of the customer journey receive a much higher percentage of the conversion than those at the beginning of the customer journey.

The attribution percentage increases exponentially and is calculated by the TagCommander algorithm.