Attribution Models
Attribution models are rules that assign goal achievements, conversions, and other events to specific traffic sources.
Imagine the following scenario, where you have three traffic sources (users):
The bot catalog
catalog
The company's website
site
Advertising in TG ADS
ads
A user finds your bot in a bot directory and launches it; the user’s source will be “catalog.” After that, the user blocks the bot.
After some time, the user finds your website, sees a link to the bot, and launches it again. The source will be “site.” (Or you can configure the tags to be transferred from the site)
A couple of days later, the user sees your ad in TG ADS, clicks the link to the bot, and makes a purchase of $100. The source = "ads.”
In this case, which source should the purchase conversion be attributed to? Catalog, site, or ads?
This is where attribution models come into play. These models allow you to set rules for assigning goal achievements to the appropriate source.
What Attribution Models Exist?
In Graspil, there are three types of attribution:
First Launch
Last Launch
Last Significant Launch
First Launch
This is the first time a user launches the bot in the chain. In this case, the source of the events will be catalog.
The bot catalog
catalog
$100
Website
site
$0
TG ADS
ads
$0
Last Launch
This is the last time a user launches the bot in the chain. In this case, the source will be ads.
The bot catalog
catalog
$0
Website
site
$0
TG ADS
ads
$100
Last Significant Launch
In this attribution model, only launches and returns are recorded. This means the first launch and the re-launch after blocking the bot. If the bot was already launched and the user launches it again, this attribution model will not apply. In this case, the source will be site.
The bot catalog
catalog
$0
Website
site
$100
TG ADS
ads
$0
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