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Shifting Attribution in Adobe Analytics

Published on by Adam Greco on analyticsdemystified.com
If you are a veteran Adobe Analytics (or Omniture SiteCatalyst) user, for years the term attribution was defined by whether an eVar was First Touch (Original Value) or Last Touch (Most Recent). eVar attribution was setup in the administration console and each eVar had a setting (and don’t bring up Linear because that is a waste!). If you wanted to see both First and Last Touch campaign code performance, you needed to make two separate eVars that each had different attribution settings. If you wanted to see “Middle Touch” attribution in Adobe Analytics, you were pretty much out of luck unless you used a “hack” JavaScript plug-in called Cross Visit Participation (thanks to Lamont C.). However, this has changed in recent releases of the Adobe Analytics product. Now you can apply a bunch of pre-set attribution models including J Curve, U Curve, Time Decay, etc… and you can also create your own custom attribution model that assigns some credit to first, some to last and the rest divided among the middle values. These different attribution models can be built into Calculated Metrics or applied on the fly in metric columns in Analysis Workspace (not available for all Adobe Analytics packages). This stuff is really cool! To learn more about this, check out this video by Trevor Paulsen from Adobe.

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