There are three main types of attribution models:
Posted: Thu Dec 26, 2024 4:14 am
There are so many different methods of measuring revenue attribution because there’s no global standard. Instead, each marketing tool creates its own interpretation of how to measure attribution, and—as you can guess—their interpretation is usually the one that casts their product in the best light by showing that as much revenue as possible can be attributed to them.
The fact that different types of experiments, KPIs, and personalization efforts require different types of revenue attribution further complicates the situation. Unfortunately, there’s no one basic method that can be applied in every case.
That’s why it’s important to sweden consumer email list understand the differences between the various types of attribution models at a high level. Of course, that’s a huge topic on its own, but here we’ll just cover the basic concepts necessary for evaluating website personalization.
The first concept you need to understand is the attribution event. Simply put, the attribution event is the thing that happens and gets you to start measuring the results.
1. Pageview-based
This is when you start measuring the revenue for a segment from the very beginning, when someone literally “views the page.” This model is commonly used by A/B testing tools. As soon as a user lands on your website, they’re assigned to a particular segment and the amount of money they spend will be attributed to the segment they’re part of.
For example, if a visitor arrives from Facebook, then all the money they spend is attributed to the segment “visitors from Facebook.” The main issue with using pageviews to evaluate your personalization efforts is that the same visitor can land on your site from several different sources. Their first pageview might come as a result of Facebook, but next could be from Google, email, or any other source.
The fact that different types of experiments, KPIs, and personalization efforts require different types of revenue attribution further complicates the situation. Unfortunately, there’s no one basic method that can be applied in every case.
That’s why it’s important to sweden consumer email list understand the differences between the various types of attribution models at a high level. Of course, that’s a huge topic on its own, but here we’ll just cover the basic concepts necessary for evaluating website personalization.
The first concept you need to understand is the attribution event. Simply put, the attribution event is the thing that happens and gets you to start measuring the results.
1. Pageview-based
This is when you start measuring the revenue for a segment from the very beginning, when someone literally “views the page.” This model is commonly used by A/B testing tools. As soon as a user lands on your website, they’re assigned to a particular segment and the amount of money they spend will be attributed to the segment they’re part of.
For example, if a visitor arrives from Facebook, then all the money they spend is attributed to the segment “visitors from Facebook.” The main issue with using pageviews to evaluate your personalization efforts is that the same visitor can land on your site from several different sources. Their first pageview might come as a result of Facebook, but next could be from Google, email, or any other source.