Overview
A standard attribution model template is used to create one or several tables with the most popular attribution models. In other words, the template allocates conversion value between several interaction channels, saving results separately for each model and saving results in one, combined table.
This transformation uses the data stored in the owoxbi_ga4_sessions table, which is a result of the Sessionization - OWOX BI Events Streaming template work. The output is several tables: one for each attribution model, and one, that joins them all.
Note: Letters at the beginning of the name of each operation define, in all, what this operation does:
D (DELETE) - operation with the main task of data deletion;
A (APPEND) - operation, that adds new data to the table.
Below, you'll find a handy list of operations in the transformation template, each briefly described for your convenience. However, if you're eager to get started, feel free to jump into the "How to start" article.
D - LNDCAttribution
This operation deletes data in the attributionLNDC table for the period of data refresh, between {{start_suffix}} and {{end_suffix}}, if it exists.
A - LNDCAttribution
Adds data to the attributionLNDC table for the specified period. In this attribution model, all value allocates to the last non-direct click channel.
D - FirstClickAttribution
This operation deletes data in the attributionFirstClick table for the period of data refresh, between {{start_suffix}} and {{end_suffix}}, if it exists.
A - FirstClickAttribution
Adds data to the attributionFirstClick table for the specified period. In this attribution model, all value allocates to the first non-direct click channel.
D - LinearAttribution
This operation deletes data in the attributionLinear table for the period of data refresh, between {{start_suffix}} and {{end_suffix}}, if it exists.
A - LinearAttribution
Adds data to the attributionLinear table for the specified period. In this attribution model, all value allocates between all channels equally.
D - PositionBasedAttribution
This operation deletes data in the attributionPositionBased table for the period of data refresh, between {{start_suffix}} and {{end_suffix}}, if it exists.
A - PositionBasedAttribution
Adds data to the attributionPositionBased table for the specified period. In this attribution model, value is distributed between channels as follows: 40% on the most first channel before conversion, 40% on the last channel before conversion. The remaining 20% is distributed equally to all channels, between the first and last channels.
D - TimeDecayAttribution
This operation deletes data in the attributionTimeDecay table for the period of data refresh, between {{start_suffix}} and {{end_suffix}}, if it exists.
A - TimeDecayAttribution
Adds data to the attributionTimeDecay table for the specified period. In this attribution model, value assigned to each channel gradually diminishes (decays) as the interaction with that channel occurred further back in time.
D - Attribution
This operation deletes data in the attribution table for the period of data refresh, between {{start_suffix}} and {{end_suffix}}, if it exists.
A - Attribution
The operation, that unions all previous tables into one, in which you could compare the results of each model of attribution. After this operation ends, you will get all attribution models in one table, in convenient for further analysis, flat structure. 🎉
D - Data Cleansing
The operation that is responsible for the preliminary cleansing of data for the Data Mart.
It is turned off by default.
A - Attribution Check
This operation adds data into a table, that is acceptable for Data Mart. You can copy a dashboard and connect a table to it and see the distribution of value across different attribution models per session. The dashboard allows you to better understand how different attribution models work and how value is distributed.
How to add Google Big Query table as the Data Source in Looker Studio.
This operation is turned off by default.
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