Step 3 - Attribution models

Owned by Audrey Marissal
Jun 13, 2024
3 min read

Attribution window

Using the selector, please select your prefered attribution window.

Your preferred attribution window will mainly depend on what your business consists of: for typical retailers, we advise between 7 and 30 days. For longer sales process (luxury, car, insurance), going up to 60 or even 90 days is advisable.

Please note that you can select only one attribution window in the tool. You can change the attribution window but this won’t affect the past data, unless we regenerate the data.

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Attribution models

You can chose between 1 and 3 attribution models. You will be able to compare those models in the different reports in the tool.

We offer 3 types of attribution models:

  • Data-driven (Behavioural attribution): without time effect, increasing time effect (touchpoint closer to the conversions will have more weight in the attribution), decreasing time effect

  • Rule-based (linear, increasing, decreasing)

  • Classics: last-click, first click

All models are calculated based on the data we collect with our Adloop tag. So even classic and rule-based models may differ from data you have in your Analytics data-source.

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Attributed metrics

By default, we will calculate attribution for the main conversion and revenue metrics you defined in your Analytics data-source set-up.

Please update those metrics if you chose the wrong ones:

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You can choose to calculate the attribution for additional metrics, meaning that:

  • we will retrieve full paths to conversion for those metrics

  • we will attribute those metrics between the different touchpoints

We recommend you to add additional conversions metrics if you are following several types of conversions:

  • of different nature (ex: online purchase and online leads)

  • of different type, by using the conditioned metrics for instance (ex: purchase from new custom vs purchase from already clients / leads B2B vs leads B2C…)

Those events must be added and defined previously in your Analytics data-source.

Metrics added in the GA4 data-source setup :

And then added as conversion metric in the Adloop Tracking & Attribution setup:

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