Why?
Modelled attribution is not an exact science. While our machine learning models are advanced and comprehensive, we offer our clients the flexibility to adjust the attribution value for specific touchpoints.
This setting allows you to set a maximum attribution value for branded or organic touchpoints. We introduced it because our Multi-Touch Attribution (MTA) and Unified Marketing Measurement (UMM) models can sometimes overvalue these channels. Especially since branded and organic interactions are often the final step before a customer converts on your website.
How to get there?
Navigate to Settings -> General -> Attribution Settings
How to apply?
The attribution settings allow you to fine-tune our attribution models. We offer two options:
Branded campaigns (Google): Set a maximum attribution value for branded campaigns when other touchpoints are present in the customer journey.
Organic touchpoints: Set a maximum attribution value for organic touchpoints when other touchpoints are present in the customer journey.
We recommend setting the maximum branded attribution to 5% to ensure that top-of-funnel (TOF) and middle-of-funnel (MOF) channels are not undervalued in Multi-Touch Attribution (MTA) and Unified Marketing Measurement (UMM).
For organic touchpoints, we recommend a maximum of 15%.
When activated, the setting will prevent branded and organic touchpoints from getting overvalued.
Example:
Let’s say your attribution path looks like this:
Meta Ad -> TikTok Ad -> Google Branded Search -> Conversion
In this case, the MTA model will divide the conversion value over all touchpoints. However, in reality, Meta and TikTok may have played a much bigger role; they likely sparked the interest that led to the branded search in the first place.
So if, for example, the path (without this setting) is valued by MTA:
Meta Ad (0,1) -> TikTok Ad (0,4) -> Google Branded Search (0,5) -> Conversion (1,0)
What the setting does:
It applies a maximum cap on the attribution value for branded and organic touchpoints. After adding the brand name to the field and setting Branded to 5% the following will happen:
Meta Ad (0,?) -> TikTok ad (0,?) -> Google Branded Search (0,05) -> conversion (1,0)
The MTA model will redistribute the remaining value to the other touchpoints (Meta and TikTok), ensuring branded search never exceeds 5% of the total conversion value.
Branded Keywords
To activate the attribution settings, just fill in your brand name in the Input Branded Keyword field. This is a contains' field: if you enter 'Brand name', it will also match keywords like 'Brand name shirt', Brand name clothes', 'Brand name sale', and so on. You can add multiple brand names by separating them with commas.
In addition, it is also possible to select a default attribution window.
Our data models update nightly. Once you save this setting, you’ll see the updated attribution results the next day. Not satisfied with the outcome? You can revert the changes at any time by removing the brand name or setting both fields back to 100. Billy Grace will then recalculate all historical data based on your updated settings.