A customer clicks on many touch-points on a path-to-purchase. These models only look at Specific Customized Channels and Assign the Value to those channels. It gives you a Marketing-Centric view of Last Click Attribution.
Read this article to Understand Ad Click vs. Marketing Click, to Learn How to Setup your Ad Channels in your Brand Supplied Data and To Customize Your Attribution Model Rankings.
All of the Attribution Models utilize Google Analytics Multi-Channel Funnel data (from the GA First Click Integration) along with your Merchant-Supplied Data in your BSD Channel Mapping Sheet.
You can set your Dynamic Attribution Method as a Filter in the Marketing Attribution View - In the Marketing Attribution Explorer.
Assisted Attribution
Assisted attribution will attribute an order to each of the channels that had a touchpoint on the path to conversion but did NOT get Last-Click credit.
This means if a customer interacts with four channels before making a $200 purchase, the first three channels will each be attributed $200 in Assisted Attribution. It is probably easiest to understand this in the examples section below.
Adding up rows will be greater than total row
If you add up the assisted metrics for different channels, you will get a number that is higher than the total. That is because the total de-duplicates the revenue. But since an order can be attributed to multiple channels in assisted attribution, it means a single order will show up as revenue for multiple channels.
Multi-touches do NOT get multiple credit
Although we distribute the full value of an order to each of the upper-funnel channels, we do NOT assign more than 1x the order revenue to a single channel. So even if 'Email' had 10 Non-Last-Cllick touch-points on the path to a $200 purchase, We attribute $200 (1x the order revenue) in revenue to it, not $2,000 (10x the order revenue).
How Can Using Assisted Attribution Help Me Understand My Spend Better?
A customer may have double-digit visits, spanning multiple traffic channels, before a purchase.
First Click/Last Click models ONLY look at the first or last touchpoint and give Zero Credit to all the touch-points in between.
You will get a full, unbiased picture of a channel's impact when you combine Last Click + Assisted results.
Assisted attribution can uncover a lot of value that may be buried by Last-Click Attribution: Like in the example below (real merchant data).
How to Understand the Different Attribution Models
In Example A Below:
A Customer Clicked on Four touch-points before making a $200 Purchase.
Using the default Last Ad Click and Last Marketing Click Channel Settings:
The First Click Channel is "Paid Social" (Visit One)
The Last Ad Click Channel is "Paid Search (Visit Two)
The Last Marketing Click Channel is "Email" (Visit Three)
The Last Click Channel is "Organic Search" (Visit Four)
Without this Model in Place - First Click attribution would give full Credit of $200 to "Paid Social" and Last Click attribution would give full Credit of $200 to "Organic Search"
With This Model in Place - "Paid Search" And "Email" could also claim credit for the $200 Using Last Ad Click and Last Marketing Click attribution respectively.
Additionally - All FOUR Channels can get the full $200 Credit using the Assisted Attribution Model.
In the Example B Below:
A Customer Clicked on Three touch-points before making a $200 Purchase.
Using the default Last Ad Click and Last Marketing Click Channel Settings:
The First Click Channel is "Email" (Visit One)
The Last AD Click Channel is "NULL" (Customer did NOT click an Ad Channel)
The Last Marketing Click Channel is "Email" (Visit Two)
The Last Click Channel is "Organic Search" (Visit Three)
Without this Model in Place - First Click attribution would give full Credit of $200 to "Email" and Last Click attribution would give full Credit of $200 to "Organic Search"
With This Model in Place - "Email" receives credit using two different Models.
Additionally - Both 'Email' AND 'Organic Search' Channels can get the full $200 Credit using the Assisted Attribution + Last Click Model.
