Dashboard

1. Introduction

- The purpose of this SOP is to provide a comprehensive understanding of the attribution models available in Ad Beacon, their applications, and how to interpret and utilize them effectively.

2. Attribution and Attribution Models Overview

- Definition of attribution: The process of determining which touchpoints receive credit for a sale or lead within a specific timeframe.

3. Attribution Models in Ad Beacon

- First Click Model: Attributes 100% of the credit to the first touchpoint in the customer journey. Useful for identifying top-of-funnel channels.

- Last Click Model: Attributes 100% of the credit to the last touchpoint before conversion. Helps optimize conversion channels.

- Linear Model: Distributes credit evenly across all touchpoints in the customer journey. Provides a holistic view of channel impact.

- Full Impact Model: Attributes 100% credit to all touchpoints that contributed to a conversion. Offers detailed insights into each touchpoint's impact.

- Lighthouse Model: Reports the total contribution of each channel without fractional credit. Useful for understanding channel efficiency.

4. Application of Attribution Models

- Full Impact Model: Ideal for campaign optimization and understanding the impact of individual touchpoints.

- Linear Model: Provides a holistic view of channel performance and assists in budget allocation.

- Lighthouse Model: Offers a clear representation of each channel's contribution without fractional credit.

1. Introduction:

- Explain the purpose of the SOP, which is to clarify the decision to track click attribution only with Ad Beacon.

2. Rationale for Click Attribution:

- Highlight the main reason for choosing click attribution over view and click blended attribution, emphasizing the need for tangible proof of user engagement.

3. Challenges with View Attribution:

- Discuss the limitations and uncertainties associated with view attribution, using Facebook as an example to illustrate the complexities involved.

4. Inflation of Numbers:

- Address the issue of inflated numbers often observed with view attribution, leading to ambiguity regarding the effectiveness of ad campaigns.

5. Competitive Landscape:

- Explain how some competitors may use a blend of view and click data for attribution modeling, but emphasize the lack of clarity regarding the weight assigned to each type of interaction.

6. Simplifying Attribution with Click Data:

- Emphasize the decision to simplify the attribution process by focusing solely on tangible clicks in the customer journey, eliminating confusion and providing clear validation for sales.

7. Ad Beacon's Approach:

- Highlight how Ad Beacon's methodology streamlines the attribution process by presenting only click data, ensuring transparency and confidence in the insights provided.