This dashboard will give you the necessary Order Attribution Models to determine your marketing performance and inform your decision-making on spend allocation.
Table of Contents
Understanding This Dashboard
Last Marketing Click and Last Ad Click provide a more 'marketing-centric' view of Attribution.
If a customer’s 'path-to-purchase' was "Paid Search > Paid Search > Paid Social > Paid Search > Organic Search" Traditional 'Last Click' would give 100% credit to 'Organic Search,' even though there were important paid marketing touch-points prior to that.
The Purchase would be Attributed to 'Paid Search' using the 'Last Ad Click' Attribution Model.
Use Case Example: In 2022 A Prominent Clothing Merchant underreported $1.9 Million in Net Sales via 'Paid Social' Marketing, using the traditional 'Last Click' Attribution Model. However when looking at the Last Ad Click perspective the true "Paid Social" Net Sales was $2.7 million.
Assisted Conversions go further and will give credit for the order to every source that had a touchpoint on the path to conversion.
If a customer's 'path-to-purchase' for a $100 purchase was, Paid Search > Paid Search > Paid Social > Paid Search > Organic Search
$100 would be attributed to each channel - Paid Search, Paid Social, and Organic Search.
This is useful when looking at Return on Ad Spend (ROAS) based on all of the purchases that a Marketing Vendor influenced rather than just the purchases where it was the Last Click.
Dashboard Filters
The Pre-Built Dashboard Filters allow you to:
Set the Calendar Date
Set the Store Type
Amazon(s)
Ecommerce(s)
Retail(s)
Wholesale(s)
Apply First Order Flag (Yes/No)
Apply Subscription Order Flag (Yes/No)
Dashboard Sections
Channel Mapping Attribution
These methods use a combination of Google Analytics data and Channel Mapping data from your Brand Supplied Data to attribute an order to the customer's Last Click.
Last Marketing Click & Last Ad Click use multi-channel funnel data to look back beyond the last non-direct click to allow you to look at attribution from different perspectives.
Which of these attribution methods you use will depend on whether you're trying to understand effectiveness of your paid channels, marketing channels, or just overall source performance.
Last Click
Last Marketing Click
First/Last Marketing Click - this will assign an order’s attribution to the last marketing platform touch (Affiliate, Display, Email, Paid Search, Paid Social or SMS channels as assigned in Channel Mapping via Brand Supplied Data) for that order
Last Ad Click
First/Last Ad-Click - This will assign an order’s attribution to the last Advertising platform touch (Display, Paid Search or Paid Social channels as assigned in the Channel Mapping via Brand Supplied Data) for that order
Comparing Last Click Models
Self-Reported
Only Orders that Include a Customer Response are included in this Visualization. If you do NOT have this data these fields will be NULL.
Last Click Channel vs. Self-Reported
Discount Code Attribution
Use the Discount Code Mapping tab in your BSD Sheet. If you do NOT have discount-code mapping set up, these columns will all be null.
Custom Attribution
Similar to Daasity Attribution, Custom Attribution runs through the available attribution models for an order and assigns credit to a Channel or Vendor based on how you prioritize attribution models.
The default priority is: (1) Self-Reported (2) Discount-Code Mapping (3) Last Ad Click (4) Last Marketing Click (5) Last Click (6) First Click.
In the future, you will be able to customize this order in the Daasity App.
