Analyze the data › Attribution Models
Module 15 of 21 Analyze the data
Attribution Models
Who gets the credit
4 sections about 48 min
- 01 What Is Attribution Three teams report three different order counts and all of them are right. What attribution actually does, and why the numbers never match finance.
- 02 Attribution Models Compared Eleven models, but only three shapes underneath them. The exact split each one uses, and the two rules that cancel your choice on most rows.
- 03 Lookback Windows The window decides which touch points exist at all. Why it is not your report's date range, what the None row means, and how to measure the right one.
- 04 Choosing an Attribution Model There is no correct model, but there is a correct way to choose one. How to pick it, defend it, and stop the number changing every time somebody rebuilds it.
About this module
How Adobe decides which touchpoint earns a conversion, which model to choose, and what a lookback window really does.
Three teams report three different order counts for the same month, and all three are right. That is an attribution disagreement, and it is one of the most common arguments in analytics.
This module explains what attribution is really doing, compares the models Adobe offers and shows the three shapes underneath them, and covers lookback windows, which decide which touchpoints exist at all. It ends with choosing one. There is no correct model, but there is a correct way to arrive at a choice and defend it in a room full of people who wanted a different answer.
Next module 16. Data Warehouse