Question & Answer
Question
How are attribution metrics defined?
Answer
Direction:
- Backward: Backward looking attribution considers a conversion or activity and looks backward in time to attribute credit to the appropriate marketing source(s). It answers which campaigns influenced/drove this conversion/activity?
- Forward: Forward looking attribution considers a marketing campaign and looks forward in time to attribute credit to the campaign. It answers what is the latent success of this campaign?
Logic:
- First - apply all credit to the first source
- Last - apply all credit to the last source
- Average - apply equal credit to each source
- Custom - apply x% credit to the first source y% credit to the last source and z% credit split across all middle sources
Window: Clients may choose 1 or more attribution windows (the # of days to consider for the attribution period)."
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Document Information
Modified date:
08 December 2018
UID
ibm10751507