Metrics and multi-touch attribution models

Visitor tracking is an integral part of your integration. Every time a visitor to one of your online touchpoints interacts with a widget, conducts a search, adds an item to their cart, or converts, an event immediately registers the action. These actions are used to personalize your site for the visitor, and generate metrics and KPIs, as reported in the Analytics section of the Customer Engagement Console (CEC).

Visitor actions are tracked platform-wide for the following domains, widgets, pages, search keywords, and products, and categories.

A multi-touch attribution model with a 30-minute inactivity window determines which feature to attribute a visitor's action to.

Based on a visitor's interactions during the session, metrics and KPIs are attributed as:

  • Direct - visitor clicks one or more items in a Discover widget and converts on one or more items that they clicked.

  • Click-assisted - visitor converts on one or more items different from those clicked on in a Discover widget.

  • View-assisted - visitor views one or more items in a Discover widget.

  • Unassisted - visitor converts without viewing or clicking an item in a Discover widget.

    Note

    Unassisted attribution is only calculated for platform-wide reports.

For example, a metric also counts as a direct metric if the visitor clicks an item in a widget and then converts on it.

Important

All metrics and KPIs are listed and described under their relevant report documentation. For example, metrics and KPIs related to pages are listed under Pages reports, metrics and KPIs related to widgets are listed under Widgets reports, and so on.

Sample attribution

The following screenshot shows cumulative bar charts showing revenue, orders, and converted visits attributed to Discover and visitor interactions.

Screenshot showing cumulative bar charts where revenue, orders, and converted visits are attributed to Discover, and visitor interactions.

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