In Piwik PRO, you can use the following attribution models: last-click, position-based, first-click, last-non-direct-click, time-decay, linear and custom models. We use the last-click model for goals and the last-non-direct-click model for the ecommerce module in core reports. In the attribution report, you can use and compare other models. In this article, we’ll explain how each model works.
First, let’s look at an example. On our website, we’ve defined the goal as signing up for a trial of our app. The visitor comes from the following channels and explores the site in this sequence:
- Google organic search > browses pages > leaves
- Facebook ad > browses pages > leaves
- Newsletter > browses pages > leaves
- Direct > signs up for a trial > leaves
As you can see, the visitor completed the goal after entering our website directly. Piwik PRO counts this event as a goal conversion and distributes credit depending on the attribution model.
Note: When you look at attribution models in the attribution report, you’ll use a lookback window. A lookback window is the number of days Piwik PRO looks backward to include touchpoints for goal or ecommerce conversion. For example, for goal conversion that happened on May 10, a lookback window of 10 days will take into account all touchpoints from May 1 to May 10.
The last-click model gives all credit for the conversion to the last channel a visitor interacted with. In our example, all credit will go to the direct channel, although the visitor was also coming from Google organic search, Facebook ad and newsletter.
The last-non-direct-click model ignores direct traffic and gives 100% of the conversion value to the last channel a visitor interacted with before buying a product or completing your website goal. In our example, all credit for conversion will go to the newsletter channel, and Piwik PRO will omit the direct channel.
In the position-based model, the first and last touchpoint each gets 40% credit, and the remaining 20% is given evenly to the middle touchpoints. In our example, the credit for conversion will be distributed in this way:
- Google organic search: 40%
- Facebook ad: 10%
- Newsletter: 10%
- Direct: 40%
The first-click model will attribute conversion to the first channel the customer interacted with before buying a product or completing your website goal. In our example, 100% credit will go to Google organic search, although the visitor was using other channels.
The time-decay model takes into account the time that passed before completing a goal. The touchpoints closest in time to the sale or conversion get most of the credit. In our example, the credit for conversion will be distributed in this way:
- Google organic search: 10%
- Facebook ad: 20%
- Newsletter: 30%
- Direct: 40%
In the linear model, each touchpoint in the conversion path shares equal credit for the sale or conversion. In our example, each channel will get 25% of the credit.
If the built-in models are not sufficient for your framework, you can use custom models.