About attribution models
Attribution models determine how credit is given to touchpoints for a conversion. Different attribution models distribute different amounts of credit for conversions across your ads. Attribution models can be based on a rule or set of rules, or a statistical model. Rule-based models let you select the rule that will determine how conversions should be attributed to different touchpoints. Single-touch models allow you to give credit to only one touchpoint, while multi-touch models allow you to give credit to multiple touchpoints in the consumer's conversion path. Statistical models, such as Facebook's data-driven attribution model, look at historical data to determine credit and vary depending on your business.
Touchpoints include any of a consumer's interactions with an ad. They make up a consumer's conversion path, which may go through different phases of the marketing funnel. The first touchpoint may introduce someone to a brand or product, the middle touchpoints may help increase their consideration of the product and the last touchpoint may lead them to take the action of converting.
The attribution window determines which touchpoints are considered by the models. For example, if you select a 1-day impression and 7-day click attribution window, the model will only include impressions in the past day or clicks in the past week that led up to a conversion. In Facebook Attribution, you can select an attribution window of up to 90 days.
In this article:
About the data-driven attribution model
The data-driven attribution model assigns fractional credit for a conversion to Facebook touchpoints based on their estimated incremental impact. This is a statistical model developed by Facebook and is updated periodically. The data-driven attribution model only measures campaigns on Facebook, Instagram, Audience Network and Messenger. Learn more.
Related metrics
* Nguồn: Facebook
About the even credit attribution model
The even credit attribution model gives an equal percentage of the credit for a conversion to each touchpoint on a conversion path.
How it's used
The even credit model is used to consider the full conversion path and give each touchpoint equal credit for a conversion regardless of where it appeared on a conversion path or if it was a click, visit or impression.
This model can help you understand how to value the first touchpoint that introduced the product, the middle touchpoints that build consideration and the last touchpoint that helped people get to the point of conversion. Typically, even credit models are more illustrative than actionable, as it's unlikely that all touchpoints have the same effectiveness. Compared to a last-touch or last-click model, even credit better reflects how all touchpoints helped lead to a conversion and can help you build intuition on how multi-touch attribution can inform your business decisions.
If your goal is to understand and credit the full conversion path, you should also consider positional and time decay attribution models.
How it's calculated
The even credit model is a rules-based multi-touch attribution model. It gives an equal percentage of the credit for a conversion to each click, visit and impression on a conversion path. If a click and visit happen within 60 seconds of one another, then only the click is credited. Impressions are credited regardless of how close to a click or visit they happen.
For example, if there was one impression, three clicks and one visit on the conversion path, each one would share 20% of the credit for the conversion.
Related metrics
* Nguồn: Facebook
About the last-click or visit attribution model
The last-click or visit attribution model gives 100% credit to the last click or visit that happened in a conversion path.
How it's used
The last-click or visit model is used when you want to consider only the last click or visit in a conversion path.
This model can help you understand how to value the last click or visit before a conversion, especially when success is defined within a short attribution window, or when you have low-consideration conversions.
This model gives no credit to impressions or earlier touchpoints that could have incremental impact, and may oversimplify conversion paths that rely on awareness and consideration. If your goal is to understand and credit the full conversion path, consider even credit, positional or time decay attribution models.
How it's calculated
The last-click or visit model is a rules-based single-touch attribution model. It gives 100% of the credit for a conversion to the last click or visit in a conversion path. If a click and visit happen within 60 seconds of one another, then only the click is credited.
For example, if a conversion path contained an impression first, then a click and then a visit, then the visit would receive 100% of the credit for the conversion. If a conversion path contained an impression first, then a click and then a visit 30 seconds later, then the click and visit would be counted as the same touchpoint and given 100% of the credit for the conversion.
Related metrics
* Nguồn: Facebook
About the last-touch attribution model
The last-touch attribution model gives 100% of the credit for a conversion to the last click or visit that happened in a conversion path. If there was no click or visit, then it will credit the last impression.
How it's used
The last-touch model is used when you want to consider only the last touchpoint in a conversion path.
This model can help you understand how to value the last touchpoint in a conversion path, especially when success is defined within a shorter attribution window, or when you have low-consideration conversions.
This model gives no credit to earlier touchpoints that could have incremental impact, and may oversimplify conversion paths that rely on upper and middle-funnel activity such as awareness and consideration. If your goal is to understand and credit the full conversion path, consider even credit, positional or time decay attribution models.
How it's calculated
The last-touch model is a rules-based single-touch attribution model. It gives 100% of the credit for a conversion to the last click or visit that happened in a conversion path. If there was no click or visit, then it will credit the last impression. If a click and visit happen within 60 seconds of one another, then only the click is credited. Impressions are credited regardless of how close to a click or visit they happen.
For example, if a conversion path contained an impression first, then a click and then a visit, then the visit would receive 100% of the credit for the conversion. If the path didn't contain a click or a visit, then the impression would receive 100% of the credit for the conversion. If a conversion path contained an impression first, then a click and then a visit 30 seconds later, then the click and visit would be counted as the same touchpoint and given 100% of the credit for the conversion.
Related metrics
* Nguồn: Facebook
About the positional attribution model
The positional attribution model gives a specific percentage of the credit for a conversion to the first and last touchpoints in a conversion path, with the remaining credit distributed evenly across all other touchpoints.
How it's used
The positional model is used to consider the full conversion path, but gives weighted credit to the first and last touchpoints.
This model can help you understand how to value touchpoints that occurred first and last in a conversion path. This model typically values any middle touchpoints with less credit than the first and last. Compared to a last-touch or last-click model, positional better reflects how all touchpoints helped lead to a conversion while considering the important roles that the first and last touchpoints may have played in the conversion path.
If your goal is to understand and credit the full conversion path, you should also consider even credit and time decay attribution models.
How it's calculated
The positional model is a rules-based multi-touch attribution model where the first and last touchpoints are given a specific percentage of credit and the remaining credit is distributed evenly across all other touchpoints.
The positional model is offered in two configurations, 30% and 40%, where either 30 or 40 percent of the credit is given to both the first and last touchpoints, with the remaining 40 or 20 percent of the credit distributed evenly among the remaining touchpoints. If a click and visit happen within 60 seconds of one another, then only the click is credited. Impressions are credited regardless of how close to a click or visit they happen.
For example, if you choose "positional" 30%, and there are five touchpoints in the conversion path, then the first touchpoint will receive 30 percent of the credit, the last touchpoint will receive 30 percent of the credit and the remaining three touchpoints will each get 13 percent of the credit.
Related metrics
* Nguồn: Facebook
About the time decay attribution model
The time decay attribution model gives an increasing percentage of the credit for a conversion to touchpoints as they get closer in time to the conversion.
How it's used
The time decay model is used to consider the full conversion path, but gives weighted credit to touchpoints as they get closer in time to a conversion.
This model can help you understand how to value the multiple touchpoints that helped lead to a conversion, but give the most recent touchpoints more credit. Compared to a last-touch or last-click model, time decay better reflects how all touchpoints helped lead to a conversion in a way that may more realistically represent how customers interact with and consider ads as they get closer to converting.
If your goal is to understand and credit the full conversion path, you should also consider even credit and positional attribution models.
How it's calculated
The time decay model is a rules-based multi-touch attribution model. The model decreases the amount of credit given by half after a set amount of time, with more credit given to the most recent touchpoints. If a click and visit happen within 60 seconds of one another, then only the click is credited. Impressions are credited regardless of how close to a click or visit they happen.
The time decay model is offered in two configurations, 1-day and 7-day half-life. A longer half-life leads to a more even distribution of credit over time, whereas a shorter half-life distributes a majority of credit to the most recent touchpoints.
For example, choosing a 1-day half-life means that touchpoints that happened one day before the conversion get 50 percent of the credit, and two days before get 25 percent of the credit.
Related metrics
* Nguồn: Facebook
* Nguồn: Facebook