Two ways to Afghanistan WhatsApp Number List calculate performance indicators

Two ways to correctly calculate performance indicators: Revenue by Attribution Model. The attribution model is a set of rules that attribute a conversion to a particular channel. It shows total revenue by channel and revenue per message sent.


first click – assigns 100% of the conversion Afghanistan WhatsApp Number List value to the first interaction channel. It is used quite rarely, because it is usually more important for a business to know which channel directly led to a purchase than to understand where the first touch occurred.


last click – assigns 100% of the conversion value to the last interaction channel. The most popular attribution model, available in Google Analytics and Yandex. Metrica by default.


A serious disadvantage of both first click and last click is the fact that in real life, all contacts with the customer are meaningful for a purchase. In case this nuance is missed, there is the risk of cutbacks in spending on channels contributing to the movement of the customer within a sales funnel.
Distributed attribution spreads the value of the conversion across all customer interaction channels in some proportion. This is a more honest attribution option, but there is no correct answer as to what weight to assign to each channel, so each company decides this issue in its own way, based on knowledge of the purchasing behavior of its customers.





There are several options: the weight can be distributed evenly across all channels or in different proportions between the first, last, and intermediate touches, and machine learning algorithms can be used. In any case, the very fact that the influence of all channels is taken into account is important in distributed attribution.


Difference from the control group: The control group is that section of the populace which completely fits into the criteria of sending letters and other correspondences, but is specifically excluded from the mailing.