Add a custom attribution model

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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:

  1. Go to Menu > Analytics (new).
  2. Navigate to Settings.
  3. On the left, click Custom attribution models.
  4. Click Add new custom model.
    Custom attribution models in Piwik PRO
  5. Name the model and choose a baseline model. For example, Position based.
    Custom attribution models in Piwik PRO

    Note: The baseline model is the basis for building your own model. Each type gives you different options to customize the model.

  6. In Visibility, set: Author or All users. The All users option lets you share this model with other teammates.
    Custom attribution models in Piwik PRO
  7. If you want to use this model on all websites, mark All websites.
    Custom attribution models in Piwik PRO
  8. Set up your model. For example, in the position based model you can use a percentage to distribute credit between interactions.
    Custom attribution models in Piwik PRO
  9. In Link credit to user engagement, select Session time or Page views in session.
    Custom attribution models in Piwik PRO

    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.

  10. In Use additional credit rules, set additional conditions.
    Custom attribution models in Piwik PRO

    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.

  11. When you’re done, click Save.
  12. Your new model will appear on the list. You’ll be able to use it in the attribution report and custom attribution report.
    Custom attribution models in Piwik PRO

Use a custom model in the attribution report

To use the custom model in the attribution report, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Reports.
  3. On the left, click Attribution.
  4. Navigate to Model comparison tool.
  5. Click on the model picker, and the custom model will appear on the list.
    Custom attribution models in Piwik PRO

    Note: You will find custom models in the same place in a custom attribution report.

  6. Compare your custom model with other models.
    Custom attribution models in Piwik PRO

Edit, copy and delete custom model

To edit, copy or delete a custom model, follow these steps:

  1. Go to Menu > Analytics (new).
  2. Navigate to Settings.
  3. On the left, click Custom attribution models.
  4. Pick the model you want to work with.
  5. On the right, click the three-dot icon.
    Custom attribution models in Piwik PRO
  6. Click edit, copy, or delete.
  7. Follow the steps on the screen.
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