Reports

Why is the total in the '% of Contacts' column in an Attribution Report greater than 100%?

Last updated: October 6, 2015

It is possible that totaling the percentages calculated for the '% of Contacts' column in an Attribution Report will be greater than 100% depending upon the attribution model used. When segmenting a report based on ‘All Interactions’, ‘First and Last’, or ‘Simple Decay’, Contacts can be assisted by multiple touchpoints. As a result, adding together the values in the '% of Contacts' column may exceed 100%.