This guide explains the Attribution Analysis module and all it’s configuration options available. By adjusting the settings, you can create tailored marketing attribution analysis that determines which campaigns and channels should receive credit for conversions while providing insights into customer journey touchpoints. The guide walks you through the model used, implementation workflow and details each configurable property with its purpose, available options, and common use cases.
Last-Touch Model
A last-touch attribution model gives full credit for a conversion (such as a purchase) to the most recent marketing interaction a customer had before converting.
Example:
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A customer clicks an email, later clicks an SMS, and then makes a purchase.
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The SMS gets the credit because it was the last touchpoint before the conversion.
How this implementation works:
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Tracks all touchpoints (email, SMS, and other channels).
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Removes duplicate events so the same interaction isn’t counted twice.
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Ranks events by time and assigns credit to the most recent one.
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Notes earlier touches as assisted credit (important but not the final driver).
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Allows different attribution windows (e.g., only count touches within 7 days for emails).
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Supports excluding specific campaigns from analysis.
Assisted Value:
An assisted value shows the influence of earlier marketing interactions that contributed to a conversion, even though they were not the final touchpoint.
Example:
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A customer clicks an email, then later clicks an SMS, and finally makes a purchase.
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The SMS (last touch) gets full credit.
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The email is assigned assisted credit, showing it helped lead the customer toward conversion.
Implementation Workflow
Design Phase: Initialize an analytics configuration in the Analytics Settings cockpit section and set the necessary setup properties.
Setup properties:
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Cron: This is an expert property that must be set by a CM professional. A cron must be defined to determine the frequency and timing of the attribution analysis. This can be performed using the cron builder tool. The cron builder facilitates cron job creation, allowing users to specify exact times and days for the attribution process to run (e.g., "0 2 * * *" for daily at 2 AM).
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System Resources: These are expert properties that must be set by a CM professional. Memory and CPU allocations need to be configured based on your data volume and processing requirements.
Activate: When satisfied with the setup properties, activate the configuration to implement the solution in the live environment
Configurable Properties
Below are the configuration properties organized by category to help you create the right attribution analysis for your marketing campaigns. These properties can be found in the Cockpit.
Attribution Windows Configuration
Event Types and Windows
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Purpose: Configure the attribution windows for different event types
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Options: Number of days (integer, minimum 0) for each event type:
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Email Delivered Window: Days to attribute transactions to email delivery events (default: 3)
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Email Clicked Window: Days to attribute transactions to email click events (default: 5)
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Campaign Delivered Window: Days to attribute transactions to campaign delivery events (default: 3)
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Campaign Clicked Window: Days to attribute transactions to campaign click events (default: 5)
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How It Works: Events occurring within the specified number of days before a transaction are eligible for attribution credit.
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Use Case: Different event types may have different influence periods on customer behavior. For example, email clicks might have a longer influence period than simple email deliveries.
Exclude Campaigns
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Purpose: List of campaign IDs to exclude from attribution analysis
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Options: Array of campaign ID strings
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Format: Free-format strings
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Example: ["test-campaign-123", "internal-campaign-456", "demo-campaign-789"]
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Use Case: Prevents test or internal campaigns from skewing attribution results.