What is an Attribution Report?
An Attribution Report helps you better understand which marketing efforts are leading to conversions throughout your funnel. Using this report, you can pinpoint the source, page URL, or referrer that contributes to the most conversions on your site. Attribution Reports allow you to break down a visitor's journey and discover which channels are driving the most success.
Creating an Attribution Report
Before creating an Attribution Report, decide on the information that you want to see in your report. Common examples include:
- The sources that led to the most conversions.
- The pages that contacts visited before converting.
- The blog posts that drive the most visitors to convert on your site.
Building an Attribution Report
1. Navigate to Reports > Reports Home.
2. Click on the Create a new Report button > select Attribution Report > Start from Scratch.
3. Name your Attribution Report (the title will also be automatically generated if you do not add a custom name).
4. Select a list or create a new list for the report.
5. Choose a conversion type and time period for the report. Pick a property that contacts completed during the selected time period. This can be any date property in your contacts database, as well as several system properties.
6. Select an interaction scoring type. Choose how to score the interactions that led to the conversion property being tracked in this report.
- By URL: URLs of pages that contributed to conversion
- All interactions: All pages viewed
- First touch: First page ever viewed
- Last touch: First page viewed on the most recent visit to your site
- Last interaction: The page a contact converted on
- First and last interaction: The first and last page viewed, with equal weight given to each page
- Simple decay: The last six pages viewed, with more weight given to more recent pages
- By Referrer: URLs of referring pages that contributed to conversion
- All sessions: All external pages that referred a contact to your website
- First touch: The first external page that referred a contact to your website
- Last touch: The external page that referred a contact's most recent visit
- Last interaction: The page that referred a contact to the page they converted on
- First and last touch: The first and last external page that referred contacts to your website
- Simple decay: The last six external pages viewed, with more weight given to more recent pages
- By Source: Channels that brought a contact to your website
- All sessions: All sources
- First touch: The source of a contact's first visit
- Last touch: The source of a contact's most recent visit
- First and last touch: The source of a contact's first and last visit
- Simple decay: The last six sources, with more weight given more recent sources
7. Click the Save Report button.