An attribution model assigns a transaction value to one or more sessions that led to this transaction within a conversion window. So, attribution allows you to calculate each session value. It's essential information, along with the attributed cost data, that you can use to accurately estimate your ad campaign efficiency.
It should be noticed that the same report might show different revenue figures for different attribution models. It is caused by the following reasons:
- Each attribution model shares the transaction value among the sessions in a specific way.
- A period, covered in your report, determines which data is taken into account.
Read more about attribution definition and attribution model comparison in our blog.
Let’s have a closer look at these points. Below we’ll show you how the Last Click (LCA), the First Click (FCA), and the Funnel Based (FBA) attribution models share the transaction value among user sessions, and in which way it affects your report (see an image).
In our example: a conversion window is set to 30 days, four sessions were registered during a specified period of time, a transaction occurred on January 25, 2021.
The transaction value is attributed as follows:
- The Last Click attribution (LCA) — the total transaction value (i.e. 100%) is attributed to Session 4 where the last user interaction had occurred before the transaction was made. Sessions 1, 2, 3 are not considered in the calculations.
- The First Click attribution (FCA) — the total transaction value (i.e. 100%) is attributed to Session 1 where the first user interaction had occurred before the transaction was made. Sessions 2, 3, 4 are not considered in the calculations.
- The Funnel Based attribution (FBA) — the transaction value is attributed to all the sessions within the conversion window. The more valuable is the funnel step at which the session occurred, the more transaction value this session gets. In our example, Session 4 gets 40%, Sessions 1, 2, 3 get 20% each.
Our report covers 10 days, from January 16 to January 25. Depending on the applied attribution model, it will reflect the revenue as follows:
- The Last Click attribution (LCA) — the report will show all the revenue from the transaction because the total transaction value (100%) is attributed to the session within the reporting period.
- The First Click attribution (FCA) — the report won’t show the revenue from the transaction because the total transaction value (100%) is attributed to the session beyond the reporting period.
- The Funnel Based attribution (FBA) — the report will show partial transaction revenue because only part of the transaction value (40% + 20%) is attributed to the sessions within the reporting period.
To sum up, the transaction revenue shown in your report depends on both the applied attribution model and the reporting period. Please take this into account while analyzing your marketing campaigns.