diff --git a/docs.json b/docs.json index 2c8b7c3..371fb83 100644 --- a/docs.json +++ b/docs.json @@ -67,6 +67,7 @@ "features/send-consent", "features/ios-campaign-data-limitations", "features/attribution-windows", + "features/multi-touch-attribution", "features/fraud-control", { "group": "SKAdNetwork", diff --git a/features/multi-touch-attribution.mdx b/features/multi-touch-attribution.mdx new file mode 100644 index 0000000..5a095a0 --- /dev/null +++ b/features/multi-touch-attribution.mdx @@ -0,0 +1,142 @@ +--- +title: "Multi-Touch Attribution: Credit Every Channel in the Journey" +sidebarTitle: "Multi-Touch Attribution" +description: "See every ad network that helped drive an install, not just the one that won it, side by side with last touch attribution." +keywords: ["multi-touch attribution", "MTA", "assisted conversions", "assisted installs", "data-driven attribution", "last touch", "last click", "customer journey", "view-through"] +icon: "route" +--- + +Open **Multi-touch** from the left sidebar of the [dashboard](https://dashboard.linkrunner.io/dashboard/attribution). It has two tabs, **Overview** and **Journeys**, and is available for projects where multi-touch attribution changes the answer; see [Who can use it](#who-can-use-it). + + +**Last touch is never replaced.** Every number is shown beside last touch attribution, so you can see exactly what changed and by how much. Your existing reports and postbacks are not affected. + + +## The basics + +**Journey.** Everything one person did before installing, in date order: the ad touches Linkrunner recorded for them in the 30 days before the install. Devices that belong to the same person are joined, so a person who clicked on one phone and installed on another is one journey. Only touches that carry a device identifier can be joined to a journey. + +**Touch and step.** A touch is one recorded click, network claim or view. Back-to-back touches on the same channel fold into one step, so `Meta, Meta, Google` is the two-step path `Meta > Google`. A journey keeps its last 20 steps. + +**Last touch.** The touch that won the install: the network the install is attributed to, as on the Campaigns page. It is usually a click, and can be a view (for example an affiliate impression or a Meta view). The page labels it **Last click**. Every multi-touch number is compared with it. + +**Install.** A person's first install in the date range. Existing users and reinstalls are not counted. An install with no paid touch counts as **Direct / organic**. + +**Revenue.** The payments a person made in the first 7 days after installing (your project's revenue window). Each payment is counted once and payments flagged as fraud are left out. + +### Which touches count + +Journeys are built from tracking link clicks and the claims ad networks make on an install. Where view journeys are switched on for your project, the views Linkrunner sees for a specific person count as touches too: + +- **Affiliate impressions** your partners send to Linkrunner, for partners with view-through switched on. They count over the same 30 days as clicks. +- **Meta views** on an install another network won, from Meta's install referrer. Meta does not say when the person saw the ad, so the view is placed just before the last touch. + +Within one network, a click outranks a view: when the same step has both, the click gets the step's share. Google views never enter a journey, because Google reports view-through only as daily totals per campaign, never per person. + +## How credit is shared + +Last touch gives each install to one network. Multi-touch attribution shares each install between every channel in its journey, according to how much each channel matters. + +1. **Install impact.** A statistical model of every journey in the last 30 days estimates the chance that a journey ends in an install. For each channel it asks how much lower that chance would be if journeys that reached the channel had stopped there. An impact of 40% means 40% of installs depend on that channel being in the journey. Impacts are judged one channel at a time, so they do not add up to 100%. +2. **Sharing one install.** Each install is split across the channels in its own journey in proportion to their impact. The shares of one install always add up to exactly 1, and a journey with a single channel gives that channel the whole install. +3. **Down to campaigns.** A channel's share is split between the campaigns, ad sets and ads it touched in that step. +4. **Revenue follows the same shares.** A channel that gets 0.4 of an install also gets 40% of that person's revenue. + +### Worked example + +One person clicks a Meta ad, then a Google ad, then installs. The install is attributed to Google and the person pays 1,000 in the first week. Meta's impact is 30% and Google's is 45%. + +| | Meta | Google | Total | +| :---------------------- | :----------------------- | :----------------------- | :---- | +| Share of the install | 30 / (30 + 45) = **0.4** | 45 / (30 + 45) = **0.6** | 1.0 | +| Multi-touch installs | 0.4 | 0.6 | 1 | +| Last touch installs | 0 | 1 | 1 | +| Multi-touch revenue | 400 | 600 | 1,000 | + +Over many installs these fractions add up, which is why a channel can show `668.1` multi-touch installs. The total across channels still equals the number of installs: no install is counted twice and none is lost. + +## Overview tab + +The headline says how much of your installs multi-touch moves between channels compared with last touch, and which channel gains the most. + + + The Multi-touch Overview tab: the headline sentence above five tiles for Installs, Assisted installs, Time to install, Top assister and Top last click + + +| Tile | What it means | +| :-------------------- | :---------------------------------------------------------------------------------------------------- | +| **Installs** | Installs in the range, organic included. | +| **Assisted installs** | Installs with at least one network other than the last touch network in the journey. | +| **Time to install** | Average time from a journey's first touch to the install. | +| **Top assister** | The network that assisted the most installs, and how many. | +| **Top last click** | The network with the most last touch installs, and how many. | + +### Channel table + +One row per paid channel, below an **Organic** row with the installs no paid network touched. **Installs / Revenue** switches every column that has both. + + + The channel table with Install impact, Last click and Multi-touch bars, Won, Assisted and Role columns, and the Installs / Revenue switch + + +| Column | What it means | +| :-------------------------- | :----------------------------------------------------------------------------------------------------------------------------- | +| **Install impact** | Share of installs estimated to be lost without this channel. | +| **Last click, Multi-touch** | Two bars on one scale: last touch installs (gray) and multi-touch installs (blue). Hover for the exact values. | +| **Won** | Installs, or their revenue, the channel got the last touch for. | +| **Assisted** | Installs the channel helped with before another network got the last touch. A plain count: each network counts once per install. | +| **Role** | **Mostly assists**, **Mostly last click** or **Assists and last click**, from assisted installs divided by last touch installs. | + +Switch to **Campaigns** to see the same columns per campaign, with search and a channel filter. A network's campaigns add up to the network's multi-touch installs. Install impact per campaign shows only when every day in the range was modelled per campaign; otherwise the network table carries it. + + + The Campaigns view of the table, with campaign search, the All Channels filter and the same columns per campaign + + +### Installs by touch and journey length + + + The Installs by touch and Journey length charts beside the Who assisted whom heatmap + + +**Installs by touch** splits every install by the paid networks in its journey: none (**Organic**), one (**Single-touch**) or two or more (**Multi-touch**). **Journey length** shows how many distinct channels journeys touched: 1, 2, 3, or 4 or more. Single-channel journeys are the part multi-touch cannot change. + +### Who assisted whom + +A heatmap of your networks. Each row is the network that got the last touch, each column a network that was in the journey before it. A cell shows how many installs the two share and what share that is of the row network's last touch installs. + +## Journeys tab + +The **journey funnel** draws journeys that touched two or more networks, lined up by their end under the column headings **Third assist**, **Second assist**, **First assist** and **Last touch**: the last network before the outcome sits in Last touch, next to **Install**, the one before it in First assist, then Second assist and Third assist. A two-network journey starts in First assist; a longer one shows its last four. The last column splits each journey into **Install** or **No install**. Hover a bar to follow it. + + + The Journeys tab: the journey funnel by network, with flows from earlier networks to the last touch and on to Install or No install + + +Switch between **Network** and **Campaign** to see the same journeys per campaign. The five campaigns with the most journeys keep their name; the rest share one **Other campaigns** bar. + +## What the model cannot see + +- **Self-attributing networks are only seen when they convert.** Google, Meta and Apple report the installs they win, not the users who saw an ad and never installed, so their credit may be higher than their true share. +- **Users without a device identifier cannot be joined to a journey.** +- **Google view-through conversions are not in journeys or credit.** Google reports them only as totals per campaign. + +## Who can use it + +Multi-touch attribution only helps when people touch more than one ad network before installing. Linkrunner measures this every week for each project and shows numbers when at least 5% of your identifiable devices touched two or more ad networks in the last 30 days. + +When your project is not eligible, the page says why instead of showing zeros: + +| Message | What unblocks it | +| :---------------------------------------------- | :----------------------------------------------------------------- | +| Not set up, or turned off, for this project | Ask Linkrunner to set it up. | +| Waiting for the first measurement | The next weekly measurement. | +| Not enough devices to measure | At least 2,000 devices with an advertising ID in the last 30 days. | +| Too few journeys touch more than one ad network | A media mix with more overlap between networks. | +| The measurement is out of date | The next weekly measurement. | + +A low multi-touch share usually reflects your media mix, for example buying on a single network, rather than a tracking gap. + +Only project admins and members can open Multi-touch. Revenue is hidden for roles that cannot view financial data. + +**Need help?** Contact [support@linkrunner.io](mailto:support@linkrunner.io). diff --git a/images/multi-touch-attribution/campaign-table.webp b/images/multi-touch-attribution/campaign-table.webp new file mode 100644 index 0000000..c307607 Binary files /dev/null and b/images/multi-touch-attribution/campaign-table.webp differ diff --git a/images/multi-touch-attribution/channel-table.webp b/images/multi-touch-attribution/channel-table.webp new file mode 100644 index 0000000..8edbd15 Binary files /dev/null and b/images/multi-touch-attribution/channel-table.webp differ diff --git a/images/multi-touch-attribution/charts.webp b/images/multi-touch-attribution/charts.webp new file mode 100644 index 0000000..96ecf01 Binary files /dev/null and b/images/multi-touch-attribution/charts.webp differ diff --git a/images/multi-touch-attribution/journeys.webp b/images/multi-touch-attribution/journeys.webp new file mode 100644 index 0000000..64f794e Binary files /dev/null and b/images/multi-touch-attribution/journeys.webp differ diff --git a/images/multi-touch-attribution/overview.webp b/images/multi-touch-attribution/overview.webp new file mode 100644 index 0000000..da9e7bb Binary files /dev/null and b/images/multi-touch-attribution/overview.webp differ