Attribution models are needed to accurately assess the effectiveness of marketing channels and show which actions led the user to conversion and how the credit is distributed between them. Here are 4 main principles of attribution in Andata:
The linear attribution model takes into account all external channels that preceded the event and gives them equal credit. The user interacted with three different channels before making a purchase, and each channel gets an equal share of the credit.
For example, if the payment was 1000 rubles, and there were 3 external nepal mobile database channels, then each of them will receive a merit of 333 rubles.
First Click and Last Click models assign credit for conversion to the first or last click, or interaction with an ad before a purchase, respectively. This is useful for understanding which channels are acquiring new customers and which channels are closing deals.
For example, a user first clicked on an ad in the Yandex advertising network, and then made a purchase a few days later after viewing other ads on VKontakte. Credit for this purchase will be attributed to YAN in the first case and VK in the second.
U-Shape (or U-shaped model) assigns the first 40% of revenue or conversions to the first channel, another 40% to the last channel, and distributes the remaining 20% among all other channels that were between the first and last. This allows you to take into account the start of customer acquisition, the intermediate path, and the final stage of the transaction.
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