Key takeaways
- Funnel Wise distributes conversion value across traffic sources according to their function: awareness, incrementality or conversion.
- Incrementality sources are credited for starting conversion journeys, with weighting for post-view conversions and new customers.
- Sources that close conversion journeys receive an adjustment proportional to their share in the contribution mix.
- Awareness-only sources are not assigned attribution value, since their purpose is not to generate conversions.
- Weighting criteria such as post-view impact, incrementality and role in the final conversion can be customized for each strategy.
In short
Funnel Wise is TrackAd's new attribution model, which shares conversion value among traffic sources based on their role in the journey: awareness, incrementality or closing. Its weighting is customizable, taking into account post-view conversions, incrementality and final conversion role. The result is a normalized attribution in which each marketing lever receives a fair share of the value it generates.
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.
Funnel Wise attribution in 5 questions
What is TrackAd's Funnel Wise attribution model?
Funnel Wise is the new version of TrackAd's attribution model. It offers a more refined and customizable way to distribute conversion value across traffic sources. It aims to reflect the role each touchpoint plays in the user journey.
How does Funnel Wise credit incrementality campaigns?
For incrementality sources, the attributed value considers conversions they initiated by starting a conversion journey. It also integrates weighting for post-view conversions and new customers. This highlights both the direct impact and the influence of upper and middle funnel campaigns.
Why do awareness campaigns receive no attribution value?
Sources whose sole objective is awareness are not assigned attribution value because their purpose is not to generate conversions. According to TrackAd, this approach avoids under-valuing awareness campaigns.
Should marketplace conversions be included in this attribution?
No. When you track conversions that happen outside your own site, such as on a marketplace, you do not want their KPIs to be influenced by this attribution.
Which criteria can be customized in the model?
The model considers several criteria, including the impact of post-view conversions, the ability of campaigns to generate incrementality and their role in the final conversion. These and other parameters influence how value is distributed in the funnel. They make attribution more accurate and aligned with each lever's real role.
