Attribution

One important aspect of understanding your traffic is knowing what drives conversions. While Journeys are great for understanding the paths that users take, you may need a different approach to understanding what attributing factors are driving conversions.

This is where our Attribution reports come in. With this report, you can quantify the effectiveness of various touchpoints or campaigns that lead to conversions.

Configuration

Attribution reports are comprised of 5 sections: Timeframe, Performed By, Initial Event, Touchpoints, and Conversions.

Timeframe

The timeframe is the period in which Woopra will examine the data of users who performed at least one event. You can choose today, last 7 days, last 30 days, last 90 days, last 365 days or any custom date range. The default date range is the last 30 days. In this example, we've selected the last 90 days.

Performed By

Think of this step as the segment or group of people you'll be analyzing. Either select an existing segment or create a new one on the fly, by clicking the “+” button in the “Performed By” section of your configuration. More info on how to create a Segment can be found here: Segments

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Timeframe differences

It is important to understand the Performed by timeframe configuration differs from the Timeframe configuration above. The Performed by timeframe will create a subset population of people from the Timeframe configuration section.

For example, let's take the following scenario -- You want to run a marketing campaign to target users that are currently active and also made a purchase on last year's Black Friday. First, you would set the Timeframe to the current month to select an initial group of ALL users that have performed at least one event in the current month. Next, under the Performed by timeframe, you select the event “purchased item” with the date for last year's Black Friday. Now, you will have a list of all active users from the past month that purchased an item last Black Friday. Typically the Performed by timeframe is less than or equal to the Timeframe configuration range.

Also here's a quick video explanation as well: https://share.getcloudapp.com/E0uzzAvP

Initial Event

Here you will select the first event (or starting point) where you want the attribution analysis to begin within the selected timeframe.

For example, if you ran an email campaign that linked users to your pricing page, you could use this as your initial event to analyze. You would select a pageview event where the URL contains 'pricing'.

Touchpoints

These are the specific attribution events that you want to analyze. You can have multiple touchpoints that you want to analyze and you can give weight to the touches by changing the Attribution Model.

Expanding on the scenario above, say we ran multiple different campaigns that brought people to our pricing page. Assuming you used UTM tags in your links, we can analyze which campaigns are driving the most conversions.

In this example, we could select a page view event where campaign name = exists.

Dimension

The dimension is how you want the report broken down. For example, if you select ‘Campaign Name’ as the dimension, this will show you an analysis of all the various campaign names in the end report.

Conversion

This is the conversion event that you want to analyze. This could be things like submitting a form, making a payment, registering for an account, and so on.

Depending on what you select, the report will reflect counts or sums. If you select count of an event, this will display an attribution count based on the Attribution Model you select. If you select a sum, this will attribute a dollar amount to the conversion.

Model

This is where you can select the Attribution model that you want to use. The model determines how you want to assign "credit" for the conversion. For example, say you have a user that came to your site from a Google Ad. Later, they came back from a Facebook ad and then converted. The model can be used to tell Woopra how you want to credit the conversion.

First, last and linear touch are the most common, but we also support more granular models such as time decay and multi-touch.

First Touch

The first touch receives 100% of the credit for the conversion.
In our example above, Google would be credited for the conversion.

Last Touch

The last touch receives 100% of the credit for the conversion.
In our example, Facebook would be credited for the conversion.

Decay

Touches closer to the conversion in time receive the most credit. When selecting Decay, you can enter the decay rate in seconds, minutes, hours, days, weeks or months.
For example, if you chose a decay rate of 2 hours, the touchpoints within these 2 hours will receive more credit than events that happen outside this time window.

Linear

Credit is distributed evenly across all touches.
In our example above, credit would be split 50-50 between Google and Facebook for the conversion.

Multi-Touch

Define the percentage of credit that the first and last touches will receive. The remaining credit is distributed evenly across the remaining touches.

Exporting and Sharing

Now that you've built your report, you'll want to share it with your team. You can do this by clicking on the 3 dots / ellipsis which will open an option menu for exporting, sharing, tagging, pinning, duplicating and reloading your report.

Downloading

You can download the report in various formats: CSV, CSV (raw), PDF or HTML. Note that CSV (raw) will download some columns, such as average_session_length in total seconds. Exporting the regular CSV for these columns will download timestamps in a string format, e.g. 3 minutes, 21 seconds - 8 minutes, 20 seconds.

Sharing

Remember, reports are not shared with your team by default. You'll need to share with teams or groups for others to have access. To do so, simply click share from the menu and select the teams you want to share your report with.

Snapshots

Snapshots generate a URL of the report you want to share. You can share this URL with anyone, whether they are apart of Woopra or not. This URL will link to a snapshot of the report you have created.

To take a snapshot, click the ellipsis and select snapshot. This will copy a URL for you to share. This is a public link, so anyone with the link will have access to that snapshot. This is an easy way to share reports with external teams or anyone whom you want to share the report with.

Editing the report will not change the snapshot, since the snapshot is a view of the report at the time when the snapshot was created.