New TrackAd attribution – Funnel Wise

1 October 2025
2 min de lecture

The new version of the TrackAd attribution model introduces a more refined and customizable approach to distributing conversion value across different traffic sources. This evolution aims to better reflect the roles played by touchpoints in the user journey, according to their function (Awareness, Incrementality, or Conversion).

A goal-adjusted model

Attribution is now differentiated based on the source’s objective:

Incrementality: The attributed value considers conversions initiated by starting a conversion journey, while integrating weighting for post-view conversions and new customers. The goal is to highlight both the direct impact and the influence of campaigns in the upper and middle funnel.
Closure: Sources that play a role in closing conversion journeys benefit from a specific adjustment, proportional to their share in the contribution mix.
Awareness: To avoid under-valuing awareness campaigns, sources with the sole objective of awareness are not assigned attribution value, since their purpose is not conversion generation.

Marketplace: If you track conversions that happen outside of your site such as marketplace, you don’t want their KPIs to be influenced by this attribution.

Customizable weighting

The TrackAd model adapts to the specifics of each strategy by considering several key criteria, including:

the impact of post-view conversions,
the ability of campaigns to generate incrementality,
their role in the final conversion.

These and other parameters directly influence how value is distributed in the funnel. They allow for more accurate attribution, aligned with the real role of each lever in the user journey.

Normalized attribution

Result: each marketing lever receives a precise and fair share of the value it generates. You thus benefit from a clear and actionable view of your performance, enabling you to manage your investments with clarity and confidence.

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