Attribution IQ

Attribution IQ

Attribution answers: "Which touchpoint gets credit for this conversion?"

The attribution problem

Customer journey to purchase:

Monday: Sees ad (Paid Search)
Tuesday: Clicks email (Email)
Thursday: Direct visit
Friday: Purchases

Who gets credit for the purchase?

• Paid Search? (first touch)
• Email? (last non-direct touch)
• Email AND Paid Search? (multi-touch)

Attribution models

Last Touch (default)

• Last touchpoint gets 100% credit
• Simple but ignores awareness touchpoints

First Touch

• First touchpoint gets 100% credit
• Good for awareness, not conversion drivers

Linear

• All touchpoints split credit equally
• 3 touches = each gets 33%

Time Decay

• More recent touches get more credit
• Older touches get less
• Realistic: recent channels probably drove the decision

Position-based (40-20-40)

• First touch: 40%
• Middle touches: 20% (split equally)
• Last touch: 40%
• Balances awareness and conversion

Custom

• Define your own weights per channel

Using Attribution IQ

In Workspace:

1. Create calculated metric
2. Formula: Use an Attribution IQ function
3. Select attribution model
4. See revenue (or other metric) by model

Compare models:

Organic Search by...
- Last Touch: $500K revenue
- First Touch: $250K revenue
- Linear: $400K revenue
- Time Decay: $450K revenue

Different models tell different stories.

Example: Example Super

Question: Which channel brought more high-value members?

Setup:

1. Revenue metric
2. Apply 4 attribution models
3. Group by Traffic Source

Result:

| Traffic Source | Last Touch | First Touch | Linear |
|---|---|---|---|
| Organic | $150K | $50K | $90K |
| Paid | $200K | $400K | $300K |
| Email | $80K | $20K | $60K |

Insight: Paid Search looks best on last touch. Organic looks best on first touch. Reality is somewhere in between (linear/time decay).

---

Next: Choosing a visualization