Attribution reports

Using attribution models, you can estimate how effective your marketing efforts are and assign monetary value to the different touchpoints and resources on your web properties.

Sitefinity Insight calculates attribution for the touchpoints you define and any resource on your site such as page or file. Attribution differs from the uplift metric, which is calculated only for manually defined and auto-discovered touchpoints using a separate formula.

Using the following attribution models, you can model the customer journey and assign proper weight to the touchpoints and discover which are the best for conversions depending on the behavioral specifics of your audience.

Linear model

This model assigns scores to all touchpoints in the customer journey. Each resource is assigned an equal portion of the attribution to this conversion. This model is appropriate when you focus on a multi-touch attribution model.

First-touch model

This model calculates only journeys which led to a conversion and started with the given resource in the selected time range.

Last-touch model

This model calculates only journeys which led to a conversion and the given resource was the last one before the conversion happened at in the selected time range.

AI driven model

This model utilizes a probabilistic approach.

The linear-touch, first-touch, and last-touch attribution models are rule based and you must decide upfront what credit to give to each touchpoint based on its position in the journey.

The AI driven model that Sitefinity Insight uses looks at the journey holistically. This model attributes credit to the touchpoints, based on their strategic importance rather than whether they came in first or last in the path before the conversion is completed. In this process, the weights are decided automatically by the model and you do not need to guess which are the most important touchpoints, as in the rule-based models.

The AI driven model has the following benefits:

• It is a probabilistic model that takes into account both converting and non-converting customer journeys.
• The probabilities of going from one touchpoint to the other are calculated from empirical data.

Using this model enables you to avoid under- or over-estimations for particular touchpoints along the customer journeys.

IMPORTANT: For a given conversion window, Sitefinity Insights takes into consideration only the first time when a visitor performs a conversion.

To access the Attribution report, perform the following:

1. Log into Sitefinity Insight
2. In the Analytics dashboard, click Attribution.

In the Attribution report you see a list of site resources which are attributed to the conversions you select using the attribution model you chose for a given period.

To select the period for which the report is created, click the Last …days dropdown under the Attribution title.

To select the attribution model, use the Attribution model dropdown. This dropdown has an additional option – Compare all models. When you use it, Sitefinity Insight shows a table containing attributions according to all models simultaneously.

The body of the report contains a table with the following information.

The By page tab contains information about the viewed pages and downloaded files, which the model has discovered.

• Attributing page or file
  The name and the complete URL of the resource which is attributed to the conversion
• Attributed conversions
  The number of conversions which this resource attributes to as absolute value and percentage
• Attributed value
  The total monetary value brought by the respective page or file. It is calculated by multiplying the number of attributed conversions in the selected time range by the value assigned to each conversion.
• Total views
  The total number of times the respective page is visited or the respective file is downloaded.

The By touchpoint tab contains information about the touchpoints you have manually defined.

• Attributing touchpoint
  The name of the resource which is attributed to the conversion. To see the detailed touchpoint report, click on its name.
• Attributed conversions
  The number of conversions which this resource attributes to as absolute value and percentage
• Attributed value
  The total monetary value brought by the respective page or file. It is calculated by multiplying the number of attributed conversions in the selected time range by the value assigned to each conversion.
• Total hits
  The total number of times the touchpoint is hit.