Attribution Report

Holistic Attribution Capturing All Touchpoints#

Velocidi uses all of the customer journey data captured in your CDP to generate cross-channel, cross-device attribution reports.

The omnichannel customer journey data and first-party identity resolution in your Velocidi CDP are an excellent foundation for more accurate attribution. It means we can link customer activity between devices and channels to a single attributable event, even if there are multiple sessions.

For example, if an email delivery, a Google search on mobile, and a direct session on desktop, all take place in within thirty minutes and all events are linked to the same customer ID, Velocidi can confidently identify all three events as one ‘session' with the attributable event being the email delivery.

The purpose of Velocidi's attribution reporting tool is to show how much revenue is generated by each source, medium, and campaign. Use these reports to decide how to allocate budget most effectively.

How to Generate an Attribution Report#

Navigate to the attribution reports via the "Report" section of your left navigation. (1)

Once you are there you will see that daily reports are automatically generated, and listed with rows showing the start and end dates of the time frame captured in each report. The default time frame for automatic reports is 30 days. (2)

You will also see, "Generate New Report" below the list, followed by two fields to select a start and end date. (3) This lets you generate a report that shows the attribution for a custom time frame.

generate-attribution-report

Click "Submit" and you're done!

How to Read Your Attribution Report#

  1. Open a report to see an attribution overview

    When you open a report, you'll see that each report has two tabs. The first is an Overview tab, which shows the total number of conversions that took place in the given time period, the total value from those conversions, and the total number of attributable events considered relevant to the conversions. (1) You'll also see the totals broken out by source in bar chart form as well as list below. (2)

    read-attribution-report

  2. Filter the overview report

    The Overview can be filtered by source, medium, and campaign, (1) so you can see the total values attributed at each level. You can also filter the report by country. And you'll see drop-down options to change the attribution model being used. (2)

    Changing the model will change the values attributed to each source, medium, and campaign. We will go further into the different models below.

    filter-overview-report

    note

    As of September 2019, the attribution reports support linear attribution in the client-facing UI. Additional models are forthcoming, with priority given to client requests.

  3. Explore the Conversions tab to see attribution for individual transactions

    The second tab is a log of conversions that took place in the time frame captured by the report. Click on a conversion to expand and see the full transaction details. (1)

    The transaction details include the value, payment details, which promotions were applied if any, and a list of products purchased. (2)

    explore-transaction-details

    Each conversion also has a list of attributable events that led up to the conversion. (1) An attributable event is usually a marketing touchpoint that initiates a new session on your website.

    explore-attributable-events

    For example, when a customer arrives at your website by clicking on a Facebook ad, it's logged as an attributable event. You'll also be able to switch between the attribution models as you are looking at each conversion, so you can compare the different results.

An Explanation of Linear Attribution#

The linear attribution model gives equal weight to each event along the customer journey that led up to the purchase. That means if there are 5 different attributable events recorded, and the value of the end purchase was $50, each event is worth $10.

For example, let's say three of those events are from Facebook, one is from Google, and one is direct. In this case, the report will tell you Facebook generated $30, Google generated $10, and Direct generated $10 worth of revenue for this specific conversion.

This model is helpful to marketers who are trying to get a full picture of all the touchpoints in a customer's journey. In the aggregate view, the linear model will give you a proportionate distribution of how much your customers interact with you on each of your marketing channels.

Additional Attribution Models#

Currently in the pipeline we have plans to incorporate Last Interaction Attribution, Time Decaying Attribution, and Data-driven (custom) Attribution. When they are implemented, you'll be able to switch between models in each report using a drop-down menu, and compare results on both the Overview and the Conversions tabs.

Velocidi allows programmatic API access to attributable events for attribution modeling outside the CDP. This means you can share the data necessary to run attribution with a third party platform, (while still keeping it to only the minimum information) in order to run models that are not available within your Velocidi CDP.

The platform also supports custom attribution modeling, for advanced data scientists who want to use their own models.

Ignored Domains (On the Attribution Report)#

Attribution reports are built using the event referral for identifying the origin that brought the user to the site. The CDP supports a list of domains to ignored for attribution purposes, which are to be considered as direct traffic. These can be multiple domains being used by the client, or a list of providers which should not be attributed value to, for example, payment providers.

By default, the CDP will ignore the domain under which it is deployed and the following payment providers:

  • paypal.com
  • stripe.com
  • square.com
  • paylinedata.com
  • adyen.com

Additional domains can be added by request to this list.


For more technical details see the API Reference.

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