How much time do your conversion paths take?

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6. Position-based model
I personally find this a very interesting model. The first and last click before the conversion are both assigned 40% value in this model. The clicks in between are assigned 20% conversion value. This is a better reflection of reality. Although 40% value for the first click is a bit too much of a good thing. I think 20-40-40 is a better reflection of the actual ratios per click. Of course, this also depends on the type of click and the length of your conversion paths. A search term with your company name is of course worth more than a click from a banner campaign.

position based attribution model

7. Time Decay Model
This is perhaps the best conversion attribution model available. In this model, you can include time in your conversion attribution calculations. By default, it is set to seven days. This means that all clicks up to seven days ago, which occur before the conversion, are only credited half as much as the clicks on the day of the conversion. This is closer to fair attribution. After all, clicks on the day of the conversion itself naturally have more influence on a conversion than a click that occurred seven days ago.

8. Own attribution model
Of course you can also set up your own attribution model. What should you pay attention to when setting it up?

How many clicks do you need before a visitor converts?
Which channels have the most value for your website?
For example, you can choose an attribution ivory coast phone data model, in which you devalue the value of direct traffic. Direct traffic is not a channel at all. How do you create such a model?

Click on 'create new custom model'.
Choose your baseline model. For example, the time decay model.
Choose your overview period. In this case I choose 90 days.
Choose user engagement as an indicator. I choose visit depth, as I find this a better indicator than average visit duration.
Choose custom credit rules. In this case, I choose not to credit direct traffic more than the other channels. In short: I devalue the value of direct traffic.
Custom Attribution Model.