Attribution Modeling Part 4: Finding your Attribution problem (5/5/15)


To find out whether or not you have an attribution problem, the first thing you can do is look at your Path Length report in your web analytics platform. If a significant percent of your conversions have greater than one path length (aka more than one channel they pass through during their journey to conversion), you might have an attribution problem.

To dig a little deeper, what you should do next is check out your “assisted conversions” report. In this report, look at the credit a model gives each channel, i.e. Last-Click. If value<1 then Last-Click worked for that channel and if value>1 that channel is not getting much/any credit with that model. Once you do this exercise you will really start to see how blindly picking an attribution model can hurt your company’s marketing budget.

This exercise is simply a diagnostic test on your attribution health. It should be noted that there are simply too many paths a customer takes to actually control the path of every potential customer. If you have time, you should definitely read this blog post by web analytics guru Avinash Kaushik to read more on attribution issues. We will probably reference it a few more times.


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