Enabling Attribution

Attribution analysis for data views is disabled by default. Attribution analysis is run once a week. After you enable attribution, you must publish the data view and wait until enough data is collected before any results can be displayed.

To enable analysis of your data view:

1. Open or create a data view.
2. On the Attribution tab, click .
3. Navigate to the Default Parameters page.
4. Select at least one touchpoint type to enable attribution.
   • Click the Traffic Sources check box to include all traffic sources in the attribution analysis.
     Note: The traffic source touchpoints are managed on the Website ConfigurationTraffic Sources page.
   • Click the Tasks check box, and then click Select Tasks. Next, choose the tasks that you want to include in the attribution analysis.
     Note:

     • If the task is already included for analysis, it does not appear in the Add Task table.
     • Only tasks that include this data view as a primary metric are eligible for attribution analysis.
     • You can add up to 10 tasks.
5. Change the time period that the graph covers by selecting a different value for Analysis period. For example, if you select 60 days, the graph displays information for the previous 60 days. By default, Analysis period is set to 30 days.
6. Change the maximum number of touchpoints that a customer journey can contain by selecting a different value for Maximum path length. By default, the Maximum path length is set to 10 touchpoints. Consider the number of touchpoints in a typical customer journey that might be required to result in a conversion. The touchpoint varies by analysis model. For example, for analysis using the Traffic Sources model, the maximum path length determines the number of sessions that might influence a conversion.
   Note: Customer journeys that contain more touchpoints than this value are divided into two or more paths.
7. Navigate to the Rule-Based Model page to customize the settings that are related to the models used in the graph.
   • Maximum path time: Select the maximum time period that can occur before the conversion in order for a customer journey to be included for analysis. For example, selecting 14 days includes the touchpoints that precede a conversion by 14 or fewer days. When you select a longer time period, the attribution model includes more touchpoints than selecting a shorter time period. By default, Maximum path time is set to 7 days.
   • Half-life for time decay model: Select the number of days for the half-life. The half-life value affects the decay rate of the Time Decay model. The decay rate is the rate at which touchpoints that occur earlier in the customer journey lose credit compared to the touchpoints that occur later in the customer journey. A higher half-life results in a slower decay rate, because the decay takes longer to occur. Touchpoints that occur far from the conversion event receive a higher attribution credit under a larger half-life value than they would under a smaller half-life value. By default, Half-life for time decay model is set to 3.
   • Custom Recent: This is one of the models that you can customize by selecting a touchpoint for the model. This model analyzes only traffic sources. The last instance of the touchpoint that matches the selected traffic source receives all of the credit for a conversion.
   • Custom Recent with Exclusions: This is one of the models that you can customize by selecting a touchpoint for the model. This model analyzes traffic sources and tasks, but the excluded touchpoint must be a traffic source. Select the traffic source that you want to ignore when it is part of a customer journey. The traffic source that you select does not receive any credit toward the conversion. Instead, the last touchpoint that is not the one that you selected is given credit.