The Channel Summary, Marketing Programs, Natural Search, and Referring Sites reports can use attribution window metrics to extend across paid and unpaid channels. The attribution window logic provides an accurate way to gauge the effectiveness of marketing campaigns.
These reports give granular control to set specific attribution business logic that conforms to how the business can best associate valuable site activities and transactions with the marketing programs that drove them.
Attribution window logic gives marketers visibility into how marketing programs impact site activities. Attribution windows using First Click, Last Click, Average, and Custom business logic are available. Each attribution window can be defined as a forward-looking window to evaluate the impact of a campaign, or in a backward-looking window to accurately attribute all activity within a specific time period. Attribution windows can vary in length to match the duration of your business cycle.
Attribution window logic is built on the following key parameters.
- First, Last, Averaged, Client-Specific
- Same Session, Same Day, 7 days, 14 days, 30 days, Client-Specific
- Forward, Backward