To use the Attribution_MLE function, you set up either one or two models. Each model has two parts:
Model Part |
Description |
Attribution model |
Specifies which event types are eligible for attribution. |
Distribution model |
Specifies how attribution is distributed across eligible events. |
Attribution Model Types
Attribution Model Type |
Description |
SIMPLE |
All events are eligible for attribution. |
EVENT_REGULAR |
Specifies event types eligible for attribution. |
EVENT_OPTIONAL |
Specifies event types eligible for attribution only if no other event is eligible. |
SEGMENT_ROWS |
Specifies number of rows prior to conversion event in which events are eligible for attribution. |
SEGMENT_SECONDS |
Specifies number of seconds prior to conversion event in which events are eligible for attribution. |
How Many Models You Need
In the following situations, you must set up two models:
Situation |
First Model |
Second Model |
You want to specify the window using both rows and seconds. |
SEGMENT_ROWS |
SEGMENT_SECONDS |
You want to specify optional events. |
EVENT_REGULAR |
EVENT_OPTIONAL |
In other situations, you must set up only one model.
Distribution Model Types
Distribution Model Type |
Description |
UNIFORM |
Attribution for conversion event is divided evenly across all preceding qualifying events. |
LAST_CLICK |
Attribution for conversion event is assigned entirely to most recent qualifying event. |
FIRST_CLICK |
Attribution for conversion event is assigned entirely to least recent qualifying event. |
WEIGHTED |
Attribution for conversion event is assigned to qualifying events with weights you specify. |
EXPONENTIAL |
Attribution for conversion event is assigned to qualifying events from most recent to least recent with exponential decay, using decay factor and time unit you specify. |