Information Technology Reference
In-Depth Information
Although the available attribution models are simple, Yahoo! should indeed receive
some praise for providing more than one model. Many tools available on the internet
use only one attribution model, the last-click model (Direct).
the Direct attribution model attributes everything to the last click of the source
in question. the original attribution model attributes everything to the first original
click of the source in question. see Figures 6.25 and 6.26 for examples of reports with
these filters applied.
Feel free to explore the intelligent model that Yahoo! provides, which essentially
translates to the original (first) paid-for (campaign) click, on your own. this is a huge
subject and unfortunately beyond the scope of this topic.
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Figure 6.25
Visits filtered by search engine referrals with the Direct attribution model applied
Figure 6.26
Visits filtered by search engine referrals with the Original attribution model applied
notice how the impact of a simple visits report increases by filtering it with two
different attribution models? traffic attribution might be a minor issue in this particu-
lar report, but it becomes a huge issue when you are trying to allocate money spent on
campaigns to sales generated. Which campaign should rightfully continue, and which
campaign can be optimized?
