There are 2 types of attribution: probabilistic and deterministic. It is important to understand the differences between these analytic principles before drawing insights from your data.
Deterministic Attribution
In analytics, a deterministic system is a system in which no randomness is involved. In attribution, it means that LeadsRx can attribute a customer's path to conversion with 100% certainty.
A good example of this is when a customer clicks on a paid social advertisement, LeadsRx knows this because that ad was tagged with a tracking parameter that the Universal Pixel automatically captures when the client hits your site. LeadsRx then cookies that visitor and tracks them as they move through the site. At some point in time, the visitor then converts. This is an example of a deterministic journey. LeadsRx can say without a doubt that the visitor clicked on a paid social ad then converted, making for a very clear path to conversion.
In the LeadsRx Attribution product, most of the attribution is based on data collected by the LeadsRx Universal Pixel. We know a visitor has reached your website because our pixel monitors all your incoming traffic. We know how that person reached your site based on various factors like UTM parameters, referral sources, and more. We know if they complete an action on your website that you have designated as a conversion. All this information lets us determine very directly where attribution applies. This is deterministic attribution.
Probabilistic Attribution
In analytics, a probabilistic system is based on the idea that you cannot be certain about results, but given historical information and restrictions on the system, you can assume the result is highly likely. In attribution, this means that you cannot attribute a path to conversion with 100% certainty, but with LeadsRx's experience and insight you can be assured that the results are highly probable.
You will only need to take probability into account for certain channels such as TV and radio. In these instances, because there are no IP addresses or cookies, we attribute based on extensive, data-driven research to assume which visitors to the website were influenced by a broadcast spot.
You have control over several factors (advanced settings) that are considered in the making an educated estimate of whether a visit is due to broadcast. Broadcast spots are uploaded indicating the exact time that a radio or TV advertisement was shown. You decide what advanced settings will be taken into consideration for attribution (e.g., length of attribution window, any geographic boundaries around where the ad was played, what channels will or will not be considered as possibly due to broadcast ads, etc.). LeadsRx uses a probabilistic algorithm taking all of that and more into consideration to decide if any given visitor to your site may have been influenced by a broadcast ad.
You can learn more about advanced settings for Broadcast, you may read Broadcast Filters - Advanced Options.