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Types of attribution models and attribution windows
Types of attribution models and attribution windows

Explore Lifesight's suite of attribution models & windows tailored for precision marketing.

Updated over a year ago

There are 5 Attribution Models available:

  • First Touch: All the credit for a conversion goes to the first interaction a customer has with a brand. It's useful for understanding how marketing efforts initiate customer journeys (i.e., at the top of the funnel).

  • Last Touch: This model assigns all the credit for a conversion to the final touchpoint or interaction before the conversion (i.e., bottom of the funnel).

  • Multi-touch (Linear): Linear attribution spreads the credit evenly across all touchpoints in the customer journey. It assumes that each interaction contributes equally to the conversion.

  • Time delay - This model assigns higher conversion credit to later touch points. The first interaction gets less credit, while the last interaction will get the most

  • U-shaped - U-shaped models give 40% of the credit to the first interaction and another 40% to the last. The remaining 20% is split evenly across all intermediate touchpoints.

Lifesigh offers several attribution windows, depending on how you want to view and slice your data.

  • 1-Day: Shows all revenue recognized the same day. For example, a users views an ad and purchases immediately.

  • 2 Day: Shows all revenue recognized within 2 days of.

  • 7-Day: Shows all revenue recognized within seven days of. For example, a user views an ad and purchases 4-5 days later.

  • 14 Day: Shows all revenue recognized within fourteen days of.

  • 28 Day: Shows all revenue recognized within seven days of.

  • Lifetime: An indefinite attribution window; this shows all revenue recognized from an ad regardless of how long it took for the customer to convert. For example, Customer 1 clicks on an ad but doesn't purchase until two years later. Customer 2 views an ad and purchases on the same day. Both of these conversions would be using the attribution window.

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