The marketing attribution integration module in NetInsight allows you attribute credit and revenue to marketing campaigns that contribute to conversions on your site.

There is support for three attribution models: first click, last click and even allocation. Each of these three models has separate reports and metrics in the NetInsight reporting framework.

Pre-requisites:

  • Deploy the NetInsight page tag as the web analytics data collection method.
  • Set up campaign tracking for your online campaigns.
  • Identify a conversion by tagging a page or event using the conv page tag parameter, e.g. conv=purchase, conv=register.
  • Enable the marketing attribution integration module and select the attribution window.

After completing the above process NetInsight will store data on conversions (including revenue where applicable) and campaigns for visits to the web site. Views associated with campaigns will be attributed conversion credit.

Attribution Window

The attribution window is a time period ending with a conversion. For a campaign to receive credit for a conversion the campaign landing page view and the conversion must have occurred during the attribution window period. The attribution windows supported in NetInsight are 7, 14, 21, 30, 45, 60, 75 and 90 days.

First

The above example shows a timeline where a visitor views a page tagged as a conversion on 20th January.  Since the attribution window is set to 14 days the campaign related views over the previous 14 days are analysed for attribution.  In the first click attribution model the first campaign related visit during this period is given full attribution for that conversion, which occurred on the 7th January.

In a last click attribution model the last campaign related visit before the conversion would be given full credit for that conversion.  The conversion does not need to occur during the last campaign acquired visit; if it doesn’t the credit will be given to the last campaign acquired visit during the attribution window.

Even Allocation

The even attribution model often raises questions about how it works, and these are best addressed using a simple example:

A visitor arrives at the web site on January 1st via a link in an email marketing communication.  He/she then returns on January 5th via a clickthrough on a banner ad displayed on a third party affiliate site.  On each of these visits he/she views content/products but does not complete a call-to-action.  On January 12th the visitor returns to the site after clicking on a paid search link and purchases a product for £10.  This purchase is tagged with the conv parameter (conv=purchase).

Second

In this scenario the conversion would be allocated to the Email channel for first click attribution and PPC for last click attribution given a 14 day attribution window.  The purpose of even attribution is to allocate credit for the conversion to all of the campaign activity within the attribution window.

Third

Fig. 3 shows how NetInsight/DAA has allocated an equal value to each of the campaigns touched by the visitor prior to the conversion during the attribution window.  As the conversion was a purchase, and therefore had associated revenue, it has allocated an equal share of revenue to each of the campaign channels.

Why is even allocation useful?  In the above scenario first click attribution and last click attribution would have allocated credit for the conversion to the email and ppc channels respectively; the banner ad channel would have been ignored completely.

This may result in marketing budget being de-allocated from what appear to be useless campaign channels when related to conversions. By using even attribution you can evaluate whether some of your campaign channels are important conversion influencers and therefore deserving of continued marketing investment.