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Configuring Campaign Attribution Settings

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Forest Myers
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Contacts interact with businesses in various ways. Some of those interactions are associated with campaigns or business initiatives.  

These interactions often are meant to convert leads. It is essential to understand where those conversions are coming from, as well as which campaigns are diving them.

This article will detail how to configure campaign attribution settings.


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Selecting Default Models

Campaigns are unique. The manner in which leads interact with them will also vary greatly. The attribution settings provide several different types of models that let you distribute your attribution in various ways.

To select a default attribution model for all campaigns, do the following:

  1. Click Marketing > Reports > Campaigns in SharpSpring's top toolbar.
  2. Click the Settings tab. 
  3. Locate the Default Attribution Model section.
  4. Select one of the available attribution models.
  5. Click Save Changes.
  


Attribution Models 

The available models are as follows:

Model   Description   Visual
First Touch  

Gives all attribution to the first campaign interaction within the interaction window.

  


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Last Touch  

Gives all attribution to the last campaign interaction within the interaction window.

  


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Linear  

Distributes the attribution equally across all interactions within the interaction window.

  


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Time Decay  

Attributes more value to interactions that occurred more recently.

Older interactions will be discounted at an exponential rate, based on the specified time decay length.

  


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U-Shaped  

Combines the concepts of First Touch, Last Touch, and Linear.

For the U-Shaped model, First Touch and Last Touch interactions are given 40% of the attribution. All remaining credit is distributed evenly across the remaining interactions.

  


Click to enlarge.

 


Setting Time Decay Rates

This setting determines the amount of time allotted before attribution decays. Attribution will decay exponentially, based on the decay rate. SharpSpring recommends this setting be twice the length of your average sales cycle.

 To set time decay rates, do the following:

  1. Click Marketing > Reports > Campaigns in SharpSpring's top toolbar.
  2. Click the Settings tab. 
  3. Locate the Time Decay Rate section.
  4. Enter the desired number of weeks in the Attribution decay rate number field.
  5. Click Save Changes.
  
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Determining Attribution Windows

These settings determine which campaign interactions should be included in campaign attribution reporting. These settings are based on a select window of time, as well as when any specific events occur.

Attribution window settings are wholly optional. They do not need to be enabled and configured for your campaigns to function.

To set attribution window timeframes, do the following: 

  1. Click Marketing > Reports > Campaigns in SharpSpring's top toolbar.
  2. Click the Settings tab. 
  3. Locate the Attribution Window section.
  4. Click the Ignore campaign interactions checkbox.
  5. Enter the desired number of weeks in the Ignore campaign interactions number field.
  6. Click the and stop considering checkbox.
  7. Select one of the following options from the and stop considering drop-down menu:

       •   A lead is created
       •   A lead is qualified
       •   A opportunity is created
  8. Click Save Changes.
  
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Repeating Attributions

This setting limits overall attribution reporting. There may come a time when you have many active opportunities. A customer may interact with several of them. This setting will limit those interactions to the ones that are contributing to the most recent opportunity.

Repeat sales attribution settings are wholly optional. They do not need to be enabled for your campaigns to function.

To limit repeat attribution reporting, do the following:

  1. Click Marketing > Reports > Campaigns in SharpSpring's top toolbar.
  2. Click the Settings tab. 
  3. Locate the Repeat Sales Attributions section.
  4. Click the Only consider interactions checkbox.
  5. Click Save Changes.
  
Click to enlarge.

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