Untitled

1. First Touch Attribution
Scenario:
A user discovers your online store by clicking on a Facebook ad. Later, they visit the store directly and make a purchase.

Explanation:
In First Touch Attribution, all the credit for the sale goes to the Facebook ad, as it's the first interaction the user had with your brand.

Real-life Example:
A user first sees your Facebook ad for a new shoe collection, clicks on it, and browses your website. Afterward, they directly visit your site and make a purchase a few days later. Even though they visited the site directly, all credit for the sale will be attributed to the Facebook ad.

2. Last Touch Attribution
Scenario:
A user clicks on a Google ad, visits the site, then later comes back through an email campaign and completes a purchase.

Explanation:
In Last Touch Attribution, all the credit for the sale goes to the email campaign, as it's the last interaction the user had before the conversion.

Real-life Example:
A customer initially finds your website through a Google ad. After browsing your store, they leave without buying anything. Later, they receive an email campaign offering a discount and return to make a purchase. In this case, the sale is credited entirely to the email campaign.

3. Linear Attribution
Scenario:
A user sees an Instagram ad, clicks through a Google search result, and finally makes a purchase after clicking an email link.

Explanation:
In Linear Attribution, all touchpoints get equal credit. In this case, each touchpoint gets 1/3 of the credit for the conversion.

Real-life Example:

Instagram ad: The customer first sees an Instagram ad for your sale.
Google search: They later search for more details and land on your website via Google search.
Email campaign: Finally, they get an email reminder with a special offer and make the purchase. In Linear Attribution, each of the touchpoints (Instagram ad, Google search, email campaign) will get 33.33% credit.
4. Participation Attribution
Scenario:
A user interacts with your brand via a Facebook ad, an email campaign, and an organic search.

Explanation:
In Participation Attribution, the more times a touchpoint is involved in the conversion process, the more weight it gets.

Real-life Example:
The user initially sees your Facebook ad and clicks on it but doesn't purchase right away. They then receive an email campaign, which they open but still don’t convert. Finally, they search for your brand via organic search and complete the purchase. Here, Participation Attribution would give credit based on the degree of participation. The Facebook ad and email campaign might get more credit for bringing the customer in, but the organic search might also get a portion of the credit due to its later influence.

5. Same Touch Attribution
Scenario:
A customer clicks on two different paid search ads for your brand and then makes a purchase on your website.

Explanation:
In Same Touch Attribution, the credit for the sale is equally divided between the paid search ads since they belong to the same category (Paid Media).

Real-life Example:
The user first clicks on a paid search ad for “running shoes” and views your products. Later, they click on another paid search ad for a different category, say “sportswear,” and make the purchase. With Same Touch Attribution, both paid search ads would receive 50% credit for the sale.

6. U-Shaped Attribution
Scenario:
A user first clicks on a Google ad, then visits via social media, and finally converts after visiting through an organic search.

Explanation:
In U-Shaped Attribution, more credit is assigned to the first and last touchpoints. The middle touchpoint receives less credit.

Real-life Example:

The user first clicks on a Google ad that leads them to your website.
They then interact with your brand via social media posts.
Finally, they return to your site through an organic search and make a purchase. In U-Shaped Attribution, the Google ad (first touch) and organic search (last touch) would get the majority of the credit, while social media would receive a smaller portion.
7. J-Curve Attribution
Scenario:
A user clicks on a paid search ad, then on a social media ad, and finally purchases through a direct visit.

Explanation:
In J-Curve Attribution, the first touchpoints receive the most credit, but the credit gradually decreases as the journey progresses.

Real-life Example:

The customer first clicks on a paid search ad, browses the products, but doesn't buy.
They see a social media ad, engage with it but still don't purchase.
They return through a direct visit, navigate to the product page, and make the purchase. With J-Curve Attribution, more credit will be given to the paid search ad and social media ad, and less credit to the direct visit (the final touch).
8. Inverse J-Curve Attribution
Scenario:
A user interacts with an email, a paid search ad, and a direct visit before making a purchase.

Explanation:
In Inverse J-Curve Attribution, the middle touchpoints (especially those closer to the conversion) receive more credit, while the first and last touchpoints get less credit.

Real-life Example:

The user first interacts with an email campaign about your summer sale.
They click on a paid search ad for a related product but don’t make the purchase.
Finally, they visit your website directly and purchase a product. In Inverse J-Curve Attribution, more credit will be given to the paid search ad, as it was closer to the conversion.
9. Time Decay Attribution
Scenario:
A user interacts with a paid search ad, visits your site through a social media ad, and then purchases via a direct visit over the span of several days.

Explanation:
In Time Decay Attribution, the closer the touchpoint is to the conversion, the more credit it gets.

Real-life Example:

The customer sees your paid search ad and clicks on it but doesn't buy immediately.
Days later, they see a social media ad, visit the site, but still don’t purchase.
Finally, they return directly and make the purchase. In Time Decay Attribution, the direct visit (closer to the conversion) gets the most credit, while the paid search ad (earliest touchpoint) gets the least credit.
10. Custom Attribution
Scenario:
You want to create a custom model that combines elements of U-Shaped Attribution and Time Decay Attribution. You want the first and last touchpoints to get more credit, but the touchpoints closer to the purchase (within 2 days) should get slightly more credit.

Explanation:
Custom Attribution lets you define exactly how you want the credit to be distributed across touchpoints.

Real-life Example:

The user first clicks on a paid search ad and then engages with an email campaign before finally purchasing via a direct visit 2 days later. In this Custom Attribution model, you might assign 40% credit to the paid search ad (first touch), 30% credit to the direct visit (last touch), and 30% credit to the email campaign (a middle touchpoint, weighted higher due to the time decay).