Attribution Algorithmic Explained
In this post we’re going to explain how we calculate our attribution data in 3 easy steps:
1. Data Recollection:
Adinton stores every single click and page view, even we can store add to carts, leads, newsletter subscriptions… as micro-conversions.
2. Conversion Data
Adinton stores as well conversion data, stored by default variables like email, revenue, and transaction id.
3. User behavior algorithms:
Once the conversion is done, Adinton calculates attribution values based on the behavior of the customer vs all the customers of your site.
4. Adinton’s attribution algos take in mind variables like:
- Page views
- Temporal distance between clicks
- micro-conversions
- Sources
- Week day and hours.
- New vs Recurrent Customer
- Predictive data
5. Always in real-time.
For us, it’s very important to work in real-time because marketers need to make decisions fast. They can’t wait 30 days that our algorithm learns or to be updated.
We’ve developed attribution algorithms that let us auto-update them in almost real-time.
If you change your pricing policy, your server goes down or is working slower, a pandemic, sportive event, weather,… there are a lot of situations that can modify the behavior or buying process of your users. For this reason, it’s so important to work with agile algorithms.
