Defining Custom Attribution Weights

We all know not all attribution touchpoints are created equal. But how does a LinkedIn Impression measure up to an invite-only Exec dinner Event? Determine the relative value of each touchpoint, then normalize the values between 0 and 1. This gives you your Custom Attribution Weights to apply to your Channel (previously: Unified Channel) defined property.

Step 1 - Find the frequency of each action in a given journey.

• Create a table report with “all time” date range. Breakdown by Channel(previously: Unified Channel). Measure Any Action - Times Done divided by Any action - Unique Users.

Step 2 - Calculate the relative weight of each touchpoint.

i.e. 5 LinkedIn vs 2 Events. The relative weight of Events against LinkedIn is 5/2 = 2.5

• Add your table to a dashboard to export, and export your table to a csv.

• Import the data from your Frequency Report to a spread sheet

• Make of copy of this template: [Template] Calculate Attribution Weights

  • Column E gives you the normalized value of the relative weight.

Step 3 - Add your weights to your Channel (previously: Unified Channel) Property

• Navigate to Properties > Channel (previously: Unified Channel)> toggle on “Custom Attribution Weights” > add each weight from Column E.