Attribution
Multi-touch and data-driven attribution models
Attribution Models
Attribution determines which campaign, ad, or channel gets credit for a conversion (sale or lead). IzeAds offers five attribution models so you can fully understand which touchpoints contribute to your results.
Available models
- Last Click: All credit goes to the last touchpoint before the conversion. It is the simplest model and the default for Facebook Ads. Ideal for bottom-of-funnel campaigns focused on direct conversion.
- First Click: All credit goes to the first touchpoint that brought the user. Useful for evaluating top-of-funnel campaigns and brand discovery.
- Linear: Credit is distributed equally among all touchpoints in the user's journey. Good for understanding the role of each funnel stage.
- Time Decay: Touchpoints closer to the conversion receive more credit. Weight decreases exponentially as the time between touch and conversion increases. Balances between first and last click.
- Data-Driven (Shapley Value): Advanced model that uses the Shapley Value method to calculate the real contribution of each channel based on historical data. IzeAds calculates daily the contribution of each channel using cooperative combinations, showing the real marginal value of each touchpoint.
How to view reports
Go to Analytics > Attribution in the side menu. On the attribution page you can:
- Select the analysis period
- Choose the desired attribution model
- Compare up to 5 models side by side to understand the differences
- View the contribution of each channel and campaign
- Analyze users' conversion paths (touchpoints)
Choosing the right model
There is no universally best model. Use Last Click for quick optimization decisions. Use Data-Driven for a long-term strategic view. Compare models regularly to understand how each channel contributes at different funnel stages.
Data-Driven calculation
The Data-Driven model is automatically calculated once a day by a background worker. It needs a minimum volume of conversions to generate statistically significant results. New campaigns may take a few days to accumulate enough data.