Model Types and Specification Definitions
| Row 0: Model Type | Row 1, ..., n: Distribution Model Specification | Additional Information |
|---|---|---|
| SIMPLE | MODEL:PARAMETERS | Distribution model for all events. For MODEL and PARAMETER definitions, see following table. |
| EVENT_REGULAR | EVENT:WEIGHT:MODEL:PARAMETERS | Distribution model for a regular event. EVENT cannot be a conversion, excluded, or optional event. For MODEL and PARAMETER definitions, see following table. Sum of WEIGHT values must be 1.0. For example, suppose that model table has these specifications: email:0.19:LAST_CLICK:NA impression:0.81:UNIFORM:NA Within WindowSize of a conversion event, 19% of conversion event is attributed to last email event and 81% is attributed uniformly to all impression events. |
| EVENT_OPTIONAL | EVENT:WEIGHT:MODEL:PARAMETERS | Distribution model for an optional event. EVENT must be in optional event table. For MODEL and PARAMETER definitions, see following table. Sum of WEIGHT values must be 1.0. |
| SEGMENT_ROWS | K i:WEIGHT:MODEL:PARAMETERS | Distribution model by row. Sum of K
i values must be value K specified by 'rows:K' in WindowSize argument. Function considers rows from most to least recent. For example, suppose that function call has these arguments: WindowSize ('rows:10') Model1 ('SEGMENT_ROWS', '3:0.5:UNIFORM:NA', '4:0.3:LAST_CLICK:NA', '3:0.2:FIRST_CLICK:NA') Attribution for a conversion event is divided among attributable events in 10 rows immediately preceding conversion event. If conversion event is in row 11, first model specification applies to rows 10, 9, and 8; second applies to rows 7, 6, 5, and 4; and third applies to rows 3, 2, and 1. Half attribution (5/10) is uniformly divided among rows 10, 9, and 8; 3/10 to last click in rows 7, 6, 5, and 4 (that is, in row 7), and 2/10 to first click in rows 3, 2, and 1 (that is, in row 1). |
| SEGMENT_SECONDS | K i:WEIGHT:MODEL:PARAMETERS | Distribution model by time in seconds. Sum of K
ivalues must be value K specified by 'seconds:K' in WindowSize argument. Function considers rows from most to least recent. For example, suppose that function call has these arguments: WindowSize ('seconds:20') Model1 ('SEGMENT_SECONDS', '6:0.5:UNIFORM:NA', '8:0.3:LAST_CLICK:NA', '6:0.2:FIRST_CLICK:NA') Attribution for a conversion event is divided among attributable events in 20 seconds immediately preceding conversion event. If conversion event is at second 21, first model specification applies to seconds 20-15 (counting backward); second applies to seconds 14-7; and third applies to seconds 6-1. Half attribution (5/10) is uniformly divided among seconds 20-15; 3/10 to last click in seconds 14-7, and 2/10 to first click in seconds 6-1. |
MODEL Values and Corresponding PARAMETER Values
MODEL values are case-sensitive. Attributable events are those whose types are not specified in excluding events table.
| MODEL | Description | PARAMETERS |
|---|---|---|
| 'LAST_CLICK' | Conversion event is attributed entirely to most recent attributable event. | 'NA' |
| 'FIRST_CLICK' | Conversion event is attributed entirely to first attributable event. | 'NA' |
| 'UNIFORM' | Conversion event is attributed uniformly to preceding attributable events. | 'NA' |
| 'EXPONENTIAL' | Conversion event is attributed exponentially to preceding attributable events (the more recent the event, the higher the attribution). | 'alpha,type' where alpha is a decay factor in range (0, 1) and type is ROW, MILLISECOND, SECOND, MINUTE, HOUR, DAY, MONTH, or YEAR. When alpha is in range (0, 1), sum of series w i=(1-alpha)*alpha i is 1. Function uses w i as exponential weights. |
| 'WEIGHTED' | Conversion event is attributed to preceding attributable events with weights specified by PARAMETERS.SEGMENT_SECONDS (when you specify 'rows:K&seconds:K' in Window argument) | You can specify any number of weights. If there are more attributable events than weights, extra (least recent) events are assigned zero weight. If there are more weights than attributable events, then function renormalizes weights. See Single-Input Attribution Example 3: Dynamic Weighted Distribution Models. |
Allowed Model1/Model2 Combinations
| Model1 Type | Model2 Type |
|---|---|
| SIMPLE | Disallowed |
| EVENT_REGULAR | |
| EVENT_REGULAR | EVENT_OPTIONAL (when you specify optional events table) |
| SEGMENT_ROWS | SEGMENT_SECONDS (when you specify 'rows:K&seconds:K' in Window argument) |
| SEGMENT_ROWS | |
| SEGMENT_SECONDS | Disallowed |