Attribution refers to giving credit to a particular advertising campaign or collection of campaigns for conversions. LeadsRx offers several different attribution models and allows you to change them at any time to see what works best for your company. Following is a list of the LeadsRx attribution model options and what they mean.
Any Touch Attribution
Assigns credit to all touchpoints giving each one full credit. This basically says each marketing touchpoint played a role in “influencing” a consumer to convert. The software does not weight one touchpoint any more importantly than another. Each touchpoint gets full credit for the conversion. In this model, the total number of conversions will be greater than the actual count.
Closer Touch Attribution
Assigns credit for the conversion to the last touchpoint, but only if it occurs within a predefined time period. The default time period is 2 minutes, and this can be changed to any value appropriate for your company.
First Touch Attribution
Assigns credit for the conversion only to the first touchpoint that the visitor encountered.
Last Touch Attribution
Assigns credit for the conversion only to the last touchpoint that the visitor encountered.
Linear Multi-Touch Attribution
Assigns each touchpoint an equal fraction of the attribution. For example, if a conversion path has 5 touchpoints, then each is given 20% credit, if they interact with 4 the will receive 25% credit and so on.
Weighted Multi-Touch Attribution
First and last touchpoints are each give 40% of the attribution credit, and all other touchpoints divide the remaining 20% evenly.
Algorithmic Multi-Touch Attribution
The LeadsRx algorithmic model assigns weights to each of your touchpoints based on past performance of those touchpoints. The system looks at both positive and negative outcomes of touchpoints in terms of contributing to conversions. In addition, the frequency of a touchpoint is taken into consideration in the algorithm making this model particularly well-suited for brand advertising as opposed to direct-response advertising.
Check out this article for a more detailed description of our Algorithmic Multi-Touch model.