In Piwik PRO, you can use and compare the following attribution models: last click, position based, first click, last non-direct click, time decay and linear. If, for some reason, these models are not sufficient for your analysis, you can add a custom model. In this article, we’ll show you how.
Before you start
Before you begin working with custom models, we’ll explain what are the baseline models.
| Baseline model | Description | Settings |
|---|---|---|
| Last click | 100% credit goes to the last touchpoint | You can set touchpoint filters |
| Position based | The first and last touchpoint each gets 40% credit, and the remaining 20% is given evenly to the middle touchpoint | You can change how the credit is distributed, link credit to user engagement and set touchpoint filters |
| First click | 100% credit goes to the first touchpoint | You can set touchpoint filters |
| Time decay | The touchpoint closest in time to the sale or conversion get most of the credit. | You can set the half-life period, link credit to user engagement and set touchpoint filters |
| Linear | Each touchpoint in the conversion path shares equal credit for the sale or conversion | You can link credit to user engagement and set touchpoint filters |
Add a custom model
To add a custom model, follow these steps:
- Go to Menu > Analytics (new).
- Navigate to Settings.
- On the left, click Custom attribution models.
- Click Add new custom model.
- Name the model and choose a baseline model. For example, Position based.
Note: The baseline model is the basis for building your own model. Each type gives you different options to customize the model.
- In Visibility, set: Author or All users. The All users option lets you share this model with other teammates.
- If you want to use this model on all websites, mark All websites.
- Set up your model. For example, in the position based model you can use a percentage to distribute credit between interactions.
- In Link credit to user engagement, select Session time or Page views in session.
Note: This option is available in the following models: position based, time decay, linear. The channel that engages visitors more will get more credit. Engagement is measured either by session time or page views in session.
- In Use additional credit rules, set additional conditions.
Note: The credit for a channel that meets this condition will be adjusted by the factor that you set. For example, it will be multiplied by 10.
- When you’re done, click Save.
- Your new model will appear on the list. You’ll be able to use it in the attribution report and custom attribution report.
Use a custom model in the attribution report
To use the custom model in the attribution report, follow these steps:
- Go to Menu > Analytics (new).
- Navigate to Reports.
- On the left, click Attribution.
- Navigate to Model comparison tool.
- Click on the model picker, and the custom model will appear on the list.
Note: You will find custom models in the same place in a custom attribution report.
- Compare your custom model with other models.
Edit, copy and delete custom model
To edit, copy or delete a custom model, follow these steps:
- Go to Menu > Analytics (new).
- Navigate to Settings.
- On the left, click Custom attribution models.
- Pick the model you want to work with.
- On the right, click the three-dot icon.
- Click edit, copy, or delete.
- Follow the steps on the screen.