Modelled attribution isn't an exact science. Even how comprehensive and advanced our machine learning models are, we offer our clients a way to change attribution value for certain touchpoints.
This setting is used to set a maximum attribution value to branded or organic touchpoints. We created this, because our Multi-touch attribution and Unified Marketing Measurement attribution model can sometimes over value branded or organic touchpoints. Mainly because branded and organic are usually the last step before a customer converts on your website.
Navigate to settings -> General -> Attribution Settings
The attribution settings are created to tweak our attribution models. We offer two options:
Set a max attribution value to branded campaign (Google), if other touchpoints are present in the customer journey.
Set a max attribution value to organic touchpoints, if other touchpoints are present in the customer journey.
When activated, the setting will prevent branded and organic touchpoints from getting overvalued. If for example, you have an attribution path that looks like this:
Meta ad -> TikTok ad -> Google branded search -> conversion
In this case, multi-touch attribution will divide the conversion over all touched paths. While in reality, you might want to give more value to Meta and TikTok because they are probably the reason the branded search started.
Note: This setting will set a maximum attribution value to Branded and Organic touchpoints. So if for example the previous path (without this setting) is valued by the MTA:
Meta Ad (0,1) -> TikTok ad (0,4) -> Google Branded Search (0,5) -> conversion (1,0)
After adding the brand name to the field and setting Branded to 10% the following will happen:
Meta Ad (0,?) -> TikTok ad (0,?) -> Google Branded Search (0,1) -> conversion (1,0)
Of course the Meta Ad and TikTok Ad are revalued by the MTA model, but the setting prevents Branded search from getting more than 10% of the total conversion value.
To activate the attribution settings, just fill in your brandname in the Input Branded Keyword field. This is a contains field, which means that if you add: Brandname into the field, the following keyword will also match: Brandname shirt, brandname clothes, brandname etc.
You can add multiple brand names by separating them by a comma.
The data models of Billy Grace update each night. So after saving this setting you will see the results tomorrow. Not happy with the results? You can always change it back by deleting the brand name or edit both fields to 100. Billy will then update all historical data based on the new setting.