An Attribution Model is a set of rules that defines how credit is given to conversions based on the touchpoints in a conversion path. There are several different Attribution Models that are used in marketing and sales, First and Last Touch being the most common. In this article we'll explain some the various models and the model Feathr uses.
Example conversion path:
A prospect finds your website through an Invite link. They return a week later by clicking on a Feathr ad. Two days later they return by clicking through one of your email campaigns and the next day they return directly and register for your event.
In a Last Touch attribution model the last channel a prospect interacts with receives 100% of the conversion credit. In the example above, the direct channel (the website) would receive the credit for that registration.
The downside: This attribution model ignores all of the marketing efforts your prospect interacted with before the last interaction that may have contributed to their interest in your event.
This attribution model assigns 100% of credit for a conversion to the first touchpoint a prospect interacted with. In our example above the Invite link that was clicked would receive all credit.
The downside: Much like the Last Touch model, First Touch assigns all credit to a single event in your prospects conversion path, but completely ignores every other interaction they had along their path to conversion that may have drawn them to your event.
In a Linear attribution model equal credit is given to each touchpoint a prospect interacts with. This is starting to get better but:
The downside: This model, by giving equal credit to each interaction, assumes that each touchpoint had the same impact on a prospect when in reality there could have been touch points the negatively impacted the prospect and another that drew them back in.
Feathr Attribution Model
The Feathr our attribution model is a multi-touch model based on your users' average behavior. Each event you run through Feathr essentially receives its own custom attribution model based on the behavior we track for users who interact with the associated campaigns.
We start tracking your prospects as soon as the Super Pixel is placed which allows us to establish a baseline behavior. As prospects interact with campaigns and register we compare their behavior to the baseline behavior we've been tracking and assign them a Revenue Impact score. We know that Feathr is not the only marketing channel you're prospects are interacting with and that is factored into how we score conversions.
For more information on Revenue Impact and how we sort conversions check out these helpful articles:
What is Revenue Impact?