Editing the conversion step lets you specify what data from which exact sources will define the value attribution throughout the funnel.
The last — conversion — step in the funnel in the attribution model page has a dedicated step edit button:
In this window, you can select what transactions data from which data sources will have the value attributed to:
You can use data from one, several, or all connected data sources at once. The sources' priority is as follows: 1) Custom events, 2) Google Analytics, 3) CRM. If specific transaction data from different sources match, the properties of a transaction will be used from the source with the higher priority and substitute those with the lower priority.
Let's take a look at how the value will be attributed with every possible combination of sources.
Important: In the CRM transactions data source, only the transactions with the completed status will be attributed.
1. Single data source
This one is simple. Choose the one source you want to use data from. For example, Google Analytics for online purchases, CRM data for relevant transaction statuses, or custom events for special cases when you need to extend your data with the transactions absent from both GA and CRM.
2. Google Analytics + CRM
Turn these two options on if you want to use the data on both online transactions from GA and transaction data from your CRM simultaneously.
In case if particular transaction data match, the value will be attributed depending on which source contains the data. Here are the cases how the data can correlate:
- There is a transaction in Google Analytics, but the CRM transactions data source doesn't contain one
- Value of such transactions isn't attributed.
- There is no transaction in Google Analytics, but the CRM transactions data source contains one
- For such transactions, purchase sessions are generated. The sessions have the medium set to 'offline'.
- If a user had online interactions prior to offline purchase, those online interactions get value.
- Value for all funnel interactions that didn't happen online is attributed to the offline purchase session.
- If there were no online interactions prior to offline purchase, all value of an offline transaction is attributed to its session.
- There is a transaction both in Google Analytics and the CRM transaction data source
- All information about such transactions and sessions that led to them matches Google Analytics data.
3. Google Analytics + Custom events
Apply this combination if you want to use offline transactions data not from CRM, but from the custom-made BigQuery tables. For example, if you want to specify the conversion source manually and don't want these parameters to be substituted by those from Google Analytics, unlike the Google Analytics + CRM case.
Here, the priority will be given to the transactions from the custom events table.
4. CRM + Custom events
If you want to update the parameters of completed transactions from CRM with custom data, enable the Custom events option.
In the case, if the data match, the priority will be given to the custom events data. However, only if the CRM source has a corresponding transaction with the completed status. Otherwise, the value will not be attributed.
If you need to extend the transaction data from CRM with custom events — transfer the relevant data from CRM to the custom events table and use it as a single source, turning the CRM transactions option off.
5. Google Analytics + CRM + Custom events
When all sources are enabled, the value will be attributed following this priority: "Custom events→Google Analytics→CRM."