Brand Awareness is a multi-touch, cross-channel, cross-device attribution model. It assigns fractional parts of conversion and conversion value based not only on behaviour on the website after the click, but also on aggregated metrics that occurred beyond the website. These metrics include ad impressions, cost-per-click, cost-per-view available in marketing platforms such as Google Ads and Facebook Ads.
For more information read our SegmentStream basics.
Name
You can name the attribution model as you want to see it displayed in the reports dashboard.
Attribution type
Select the
Brand Awareness option from the selector.Attribution adjustment
You can adjust the balance between Clicks and Views on which the attribution model bases its predictions by moving the slider. When the slider is closer to the Clicks side, the attribution model bases its predictions mostly on first-party data. Conversely, when it's closer to the Views side, it uses more third-party data.
Moving the slider towards the Views side can provide valuable insights for businesses where users have multiple cross-browser sessions before converting.
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, you can set up the following filter:
Dimension
Ad Platform Operator is equal to to FacebookIn this case, SegmentStream will attribute all the value to the last paid click, ignoring not only direct visits, but also organic, email, referral, and other channels.
