Attribution gives analysts the ability to customize how dimension items get credit for success events. For example:
In some reports, you might want the order attributed to Paid search. In other reports, you might want the order attributed to Social. Attribution lets you control this aspect of reporting. It is available to all organizations on Adobe Analytics Ultimate, Prime, Select and Foundation. If you are not sure which type of contract you have with Adobe, contact your organization’s Adobe Account Team.
A given customer journey isn’t linear and often unpredictable. Each customer proceeds at their own pace; often they double back, stall, restart, or engage in other non-linear behavior. These organic actions make it difficult to know the impact of marketing efforts across the customer journey. It also hampers efforts to tie multiple channels of data together.
Adobe Analytics enhances attribution by letting you:
Attribution comprises the following features:
See Attribution in Freeform tables for a demo video.
See Attribution in calculated metrics for a demo video.
See Using the Attribution panel for a demo video.
See Adding side-by-side comparisons of Attribution models for a demo video.
Any tools that do not support the Analytics 2.0 API, such as Report Builder, do not support Attribution.