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Attribution model

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hi

 

I want to ask about the attribution model in a e-comerce

 

Example 1:

I have 37 transactions

29 for organic

6 for direct

1 for paid

1 for referral

 

If I go to model comparison tool (last interaction), in the column last interaction conversions I have

13 for organic

23 fordirect

 

1 for referal

 

Why this don't match? Ok same 37 trasnactions but not the same source. 

 

Example 2:

I have 4 transactions

2 for organic

2 for direct

 

If I go to model comparison tool (last interaction), in the column last interaction conversions I have

 

7 for direct

  

Any idea?

 

Thanks!

 

 

 

1 Expert replyverified_user

Re: Attribution model

Rising Star
# 2
Rising Star
Example 1
The reason is because the default attribution model in reports is last non-direct source, that is, if a user first visited via Facebook, then returned directly and converted, that conversion goes to Facebook, which is the last non-direct source. But as a last interaction in the model comparison tool, however, the credit for the same conversion goes to Direct.

Example 2
I'm not completely sure, but could it be that in the model comparison tool you're looking at both transactions and goals?

Re: Attribution model

Follower ✭ ✭ ☆
# 3
Follower ✭ ✭ ☆

Hi Javier,

it seems that toy are comparing the "Last Click" model with standard GA reports.
In this case, the discrepancy would happen because the model used by Google Analytics in the standard reports is "Last Non-Direct Click".
This model gives the credit of the conversion to any last click which is not direct + any "last" click which was followed by 1 visit from direct.
If you change the model to "Last Non-Direct Click", you should see the same numbers you see in other reports.

Hope this helps!

Let me know if you have any further doubts.

Kind regards,

Elena

Re: Attribution model

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hi

Thanks a lot for the quick answer but it's still not match

I will put another example for 1 day

DATA FROM 1 DAY
Goals: 0 (date i still don't have the goals configured)
Transactions:2 (Both of them for organic in the report)
Model atrribution toool last interaction: 2 from direct
Model atrribution toool last non direct click: 1 from direct and 1 for organic

DATA FROM 1 DAY
Goals: 0 (date i still don't have the goals configured)
Transactions:5 (All of them for organic in the report)
Model atrribution toool last interaction: 4 from organic and 1 from direct
Model atrribution toool last non direct click: 4 from organic and 1 from direct

DATA FROM 1 DAY
Goals: 3 (2 from direct and 1 from organic)
Transactions: 4(2 organic and 2 direct)
Model atrribution toool last interaction: 7 direct
Model atrribution toool last non direct click: 5 direct and 2 organic

If I put only transactions
Transactions: 4(2 organic and 2 direct)
Model atrribution toool last interaction: 4 direct
Model atrribution toool last non direct click: 3 direct and 1 organic

Ideas?

Thanks a lot

Re: Attribution model

Rising Star
# 5
Rising Star
Okay. I few things going on here, and although I'm not sure I can answer all questions, I'll do my best.

First
Look at the headline conversions in Transactions and Multi-Channel, for example. They should match, at least by your examples they mostly match. This is a good start.

Second
Look at Direct conversions in Transactions and Multi-Channel, and they will not match. This is expected, as explained above, because of the default last non-direct attribution model used across reports.

Third
The Look-back Window in Multi-Channel and Attribution is defaulted to 30 days and can be increased up to 90 days. If you go to Attribution, select last non-direct as the model and compare Direct conversions with what you see in Transactions, they still don't match. Why? Because the cookie used in Multi-Channel and Attribution lasts for 90 days at most while in Transactions it lasts for two years - provided it's not deleted. Therefore, the greater the timeframe you're looking at, the greater the discrepancy.

Hope it makes sense. Let me know. Link below to GA Help Centre info on Attribution.
https://support.google.com/analytics/answer/1662518?hl=en&ref_topic=3205717

Re: Attribution model

Follower ✭ ✭ ☆
# 6
Follower ✭ ✭ ☆
Hi!

Thanks a lot for your answer. I follow your step for this example

Transactions: 4(2 organic and 2 direct)
Model atrribution toool last interaction: 4 direct
Model atrribution toool last non direct click: 3 direct and 1 organic

First

In Conversion ->Mulltichannel funnels -> Overview I have
Conversions:4
Assisted COnversions: 4

Multi-Channel Conversion Visualiser
Direct: 100%
Organic: 25%

If in the model I increase to 90 days I have the same result
Model atrribution toool last non direct click: 3 direct and 1 organic

If I go to top conversiont path I have
For 30 days
Directx3 :3 Conversions
Organic search ->Directx2 : 1 Conversion

For 90 days
Directx3 :2 Conversions
Directx5 :1 Conversions
Organic search ->Directx2 : 1 Conversion

Did this tell you something?

Thanks

Re: Attribution model

Rising Star
# 7
Rising Star
A quick sense check.

Scenario
July 10 - Facebook
July 12 - Direct
July 12 - Direct (at this time with a conversion)

Date range: Yesterday
Look-back window: 1 day prior to conversion

Source/Medium report
1 conversion for Facebook

Attribution report (last non-direct click)
1 conversion for Direct

Does it make sense?

Re: Attribution model

Follower ✭ ✭ ☆
# 8
Follower ✭ ✭ ☆
So if I check only day 12/07/2016 in report the conversion was facebook because they use the last non-direct click. Ok with that

But why this?

Attribution report (last non-direct click)
1 conversion for Direct

If is non-direct click it should be facebook or it's maybe because only look 12 I only have the informatiion of direct

It's that¿

Re: Attribution model

Rising Star
# 9
Rising Star
That's right, it takes direct because there is no other non-direct source. If you increase the look-back window to 2 days, however, Facebook is picked.

Bottom-line - Multi-Channel and Attribution reports are limited by the look-back window while the other reports aren't.

Re: Attribution model

Follower ✭ ✭ ☆
# 10
Follower ✭ ✭ ☆
OK! I think that was the missing point, the attributtion models only see depend the date that you select?

Then if I put the date of yesterday (12 july only) it doesnt matter the lookup window if I put to 30 o 60 o 90 days

Am I right?