The aim of revenue attribution is to redistribute revenue among various activities that precede the purchase. Revenue attribution can be used after for an evaluation of these preceding activities. The attribution model defines how to calculate the revenue attribution by giving weights to the tracked activities, then multiplies the weights by revenue; thus calculating the impact of various activities to the revenue stream.
Attribution models in Exponea
To get to the attribution models, go to Overview → Revenue attribution. On this screen, the default attribution model will be displayed. In order to customize it, click the Custom attributions button and create a new model. The new model requires the following:
- TRACKED INTERACTIONS – activities that precede the purchase, to which you would like to have revenue attributed (banners, campaigns, etc.).
- TRACKED RESPONSES – events that are being tracked, usually purchase.
Attribution model types
Different types of attribution models redistribute the revenue using different logic. The following are the attribution model types used in Exponea:
- Time decay – more recent activites get more weight
- Linear – every activity gets the same weight
- Position – first and last activity divided into 50% weight, the remaining 50% is distributed among other activities evenly
- First – first activity gets all the weight
- Last – last activity gets all the weight
- Composed – default model used by Exponea app, creates an average of all other models