Manage campaign attribution reports

6 min

Note

The terms audiences and segments are interchangeable. Optimizely has updated all segments to audiences on the Audiences page and is updating the UI on other pages. See Understand audiences to get information on audiences.

Use an attribution report in Optimizely Data Platform (ODP) to analyze how certain events, like customer engagements before a purchase, influence one another.

Create an attribution report

To create an attribution report, complete the following:

Go to Reports > Attribution Reports.

Ensure the report name is set to New Attribution.

Select the desired report filters.

Click Save.

Attribution report elements

Use the following elements to determine the data included and displayed in your attribution report.

Model for attribution – Analyzes which touchpoints or channels receive credit for a customer's conversion, like purchase. Each model distributes the value of the conversion differently.

Linear – Splits credit for a conversion equally between all the customer interactions before conversion.

First – Referred to as first-click or first-touch, gives 100% credit to the first customer interaction before conversion.

Last – Referred to as last-click or last-touch, gives 100% credit to the last customer interaction before conversion.

First & Last – Splits credit for a conversion equally between the first and the last customer interaction before conversion.

Time Decay – Spreads out the value across multiple events. Unlike linear attribution, this model also considers the time of the interactions. Interactions have more value if they occur closer to the conversion time.

Reporting metric – Displays the expression that events, including engagements and conversions, must match to be included in the report. You can review and manage the options using filters.

Event parameters – Displays the report's event expression results besides engagement and conversion data.

Event – Displays the report's conversion and engagement expressions results.

Attribution window – Displays the maximum amount of time allotted between a customer's engagement and conversion. The conversion must occur within this period to display in the report.

Timeframe – Displays the date range to refine the report's expression results. Click the dates to select a range from the calendar.

Audience – Further refines the report's results by applying the report's expression to the customers in the selected audience. For information on creating and managing standard audiences, see Create standard audiences.

Engagements – Displays the customer behaviors or actions you want to attribute to a conversion. You can manage the options using filters.

Conversions – Displays the total number, value, or share of conversions related to the number of engagements.

View, edit, export, and copy attribution reports

View an attribution report

Go to Reports > Attribution Reports.

Expand New Attribution and select the report you want to access.

Edit an attribution report

Go to Reports > Attribution Reports.

Expand New Attribution and select the report you want to edit.

Make your changes and click Save.

To edit an existing attribution report while preserving the original:

Go to Reports > Attribution Reports.

Expand New Attribution, select the report you want to edit, and make your desired changes.

Expand Save and select Save as New Attribution.

Enter a Name and select the Visibility.

Click Save. You are now viewing the copy and can make changes without affecting the original.

Export an attribution report

Go to Reports > Attribution Reports.

Expand New Attribution and select the report you want to export.

Click Export.

Select the desired file type (CSV or JSON).

Copy an attribution report to another account

Go to Reports > Attribution Reports.

Expand New Attribution and select the report you want to copy.

Click Copy for the report you want to share.

Select the Account and Scope with which you want to share the report.

Click Copy.