Which attribution model is used in Piwik PRO?

In Piwik PRO, we use the last-click model for goals and the last non-direct click model for the ecommerce module.

The last-click model gives all credit for conversion to the last channel a visitor interacted with.

Let’s look at an example.

On our website, we’ve got a goal defined as a sign-up for a trial of our app. A visitor explores the site in this sequence:

  • Comes from the Google organic search, browses pages, and leaves.
  • Comes from the Facebook ad, browses pages, and leaves.
  • Comes from the newsletter, browses pages, and leaves.
  • Comes directly, signs up for a trial, and leaves.

As you can see, the visitor completed the goal in the last step, and Piwik PRO counted it as a goal conversion. In the last-click attribution model, all credit will go to the direct channel, although the visitor was also coming from Google organic search, Facebook ad, and newstetter.

Last-click attribution model in Piwik PRO.

Note: The attribution model distributes values between channels for the following metrics: goal conversions and goal revenue.

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.

Let’s look at another example.

We run an online store and use the ecommerce module in Piwik PRO. A visitor comes to our store in this sequence:

  • Comes from the Google organic search, browses pages, and leaves.
  • Comes from the Facebook ad, browses pages, and leaves.
  • Comes from the newsletter, browses pages, and leaves.
  • Comes directly, buys a product, and leaves.

The sale was made in the last step after the visitor came directly to our store. In the last non-direct attribution model, all credit for sale will go to the newsletter channel, and Piwik PRO will omit the direct channel.

Last non-direct click attribution model in Piwik PRO.

Note: The attribution model distributes values between channels for the following metrics: ecommerce conversions, ecommerce revenue, and the like.

There are other attribution models used in web analytics such as a first click, linear, position based, or time decay. At the end of 2020, we plan to implement a feature that will allow you to select an attribution model in Piwik PRO.

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