Attribution window configurations

Use the Attribution settings page to manage the attribution window configuration. This configuration is used by the marketing attribution reports in Digital Analytics.

You must belong to a user group with the Attribution settings role to access this feature.

You can edit settings for the backward attribution windows and the marketing attribution reports lookback window.

The table lists all backward attribution windows that are enabled for the client ID selected in the Client field. The Same Session and Same Day Last Click attribution windows are not listed. These two standard attribution windows are deployed for all client IDs and cannot be configured.

Note: You cannot add click attribution windows on the Attribution settings page. If you want to enable extra attribution windows for your client ID, contact your account representative.

Any changes you make on the Attribution settings page are applied only to reports going forward.

Measure campaign effectiveness by using attribution window metrics

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 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.

Sequence

First, Last, Averaged, Client-Specific

Latency

Same Session, Same Day, 7 days, 14 days, 30 days, Client-Specific

Credit

Backward