All contacts that correspond to the conditions set by a conversion definition and hit one or more touchpoints within the conversion tracking timeframe and converted, are part of the conversion report. These contacts are part of the segment designated by the conversion conditions.
Attribution measures whether contacts that hit the touchpoint are more likely to convert than contacts in the conversion segment. Thus, you compare the conversion rate of touchpoint contacts to the average conversion rate of conversion segment contacts. This is called attribution ratio.
Once you know how many times a touchpoint is hit and know the actual conversion rate for a specific conversion or segment, you can calculate the attribution ratio. The attribution ratio gives you a quantitative figure of how much a touchpoint affects conversion.
NOTE: When calculating attribution ratio, keep in mind that touchpoint contacts are all contacts who satisfy the conversion conditions and hit a touchpoint during the conversion tracking timeframe.
In general, attribution ratio is calculated using the following formula:
Attribution ratio = (Conversion rate of touchpoint contacts / Conversion rate of contacts in conversion segment) – 1
Where for each conversion:
Conversion rate of touchpoint contacts = Contacts that hit the touchpoint and then converted / Contacts that hit the touchpoint during the conversion tracking timeframe
Conversion rate of conversion segment = Contacts that converted / Contacts in conversion segment
NOTE: You subtract 1 to take into account only the improvement or change, in conversion rates ratio. For example, if Conversion rate of touchpoint contacts = Conversion rate of conversion segment, then the ratio would not make sense. By subtracting 1, you can have negative and positive conversion rate ratios.
The higher the attribution ratio, the bigger impact on conversion a touchpoint has.
Following is a simple example illustrating attribution calculation for a specific conversion:
Conversion: Buy laptop from quantum.com
Conversion tracking timeframe
Contacts in conversion segment
Contacts who converted
Touchpoint: Download laptop brochure
Contacts who hit touchpoint and converted
Conversion rate of touchpoint contacts
(5/10) -1 = -0.5
(50/15) -1 = 2.3
In the example above, you can analyze the results for different timeframes and compare conversion rates and attribution ratios. It becomes apparent that even though with time conversion rate increases from 10% to 15%, contacts that hit the touchpoint convert at much higher rates, compared to the contacts that did not hit the touchpoint.
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