Marketing attribution is the process of determining which marketing efforts contribute to conversions.
All attribution models are non-direct. This means that if there was a direct visit to the website in a sequence of touchpoints, SegmentStream will not give any credit to this visit. The only way for conversion credit to be attributed to the direct channel is when there were one or more direct visits that ended up with a conversion.
For more information on attribution models read our SegmentStream basics.
SegmentStream provides three types of attribution models, each of which can be customised to meet your specific requirements.
To manage your attribution models, navigate to
To create a new Attribution model click the
+ ADD button in the top-right corner. This will open the window where you can configure your attribution.
To edit an existing attribution model, simply click on the name of the model in the list.
Last-clickML post-clickML post-click + post-view