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Marketing attribution is the process of determining which marketing efforts contribute to conversions. All attribution models in SegmentStream 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 how attribution models work, refer to the SegmentStream basics article.

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Managing attribution models

To manage your attribution models, navigate to Settings > Attribution Models.
  • To create a new attribution model, click + ADD in the top-right corner. This opens the configuration window.
  • To edit an existing attribution model, click on its name in the list.
Attribution models list

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Model types

SegmentStream provides four types of attribution models, each of which can be customized to meet your specific requirements.

Last-click

Assigns all credit to the final marketing touchpoint before conversion.

First click

Assigns all credit to the initial marketing touchpoint before conversion.

Multi-touch

Evaluates each session for lift in purchase probability and assigns credit based on intent signals.

Visit Scoring

Assigns fractional conversion credit based on user behaviour after each click.
The last-click attribution model assigns all credit for a conversion to the final marketing touchpoint that a customer interacts with before converting.

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Configuration

  • Name — enter the name as you want it to appear in the reports dashboard.
  • Attribution type — select Last-click from the selector.
  • Attribution window — determines the time window within which a conversion can be attributed to the last significant click. For example, if a user visits a website through Facebook Ads and, within 14 days, visits the website directly and makes a conversion, the attribution window affects which touchpoint gets credit in reports.

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Significant traffic sources

You can adjust your attribution model by excluding unwanted referrers. For instance, if you wish to provide credit only to paid channels like Facebook, set up the following filter:
  • Dimension: Ad Platform
  • Operator: is not equal to
  • Value: (not set)
In this case, SegmentStream attributes all the value to the last paid click, ignoring not only direct visits but also organic, email, referral, and other channels.Last-click attribution model configuration