Getting Started with Attribution in Reaktion

Correct UTM implementation is required for attribution. Read our guide here to UTM settings

What is cross-channel attribution?

One of the common challenges marketers face today is cross-channel attribution.

For example, imagine a customer:

1. Clicks a Google Ads ad.
2. Two weeks later, sees a Facebook Ads ad.
3. Makes a $100 purchase.

Without a cross-channel attribution model, both Google Ads and Facebook Ads may report 100% of the $100 purchase as a conversion. This means the combined revenue reported by the two platforms would be $200, even though the actual purchase value was only $100.

This can make it difficult to understand the true contribution of each marketing channel to your overall sales.

With Reaktion's Attribution Settings, you can define how conversion value should be distributed across the marketing touchpoints in the customer's journey.

Attribution Settings

You can find your Attribution Settings under My Tracking Settings in Reaktion.

You can choose from several attribution models, including:

• Linear: The conversion value is distributed evenly across all marketing channels the customer interacted with before making the purchase.
• Custom: You can define the percentage of conversion value assigned to each channel based on its position in the customer journey, such as the first, middle, or last touchpoint.
• First click: 100% of the conversion value is attributed to the channel responsible for the first click.
• Last click: 100% of the conversion value is attributed to the channel responsible for the last click.
• First click and last click: The conversion value is split equally between the first and last touchpoints, with each receiving 50%.

Conversion Window

By default, Reaktion uses the standard conversion windows associated with each marketing channel.

You can also customize the conversion window for each channel to determine which interactions should be considered when attributing cross-channel conversions.

Attributed Revenue and Gross Profit Sent to Google Ads and Meta Ads

Reaktion can send attributed revenue and attributed gross profit data to Google Ads and Meta Ads through custom conversion events.

Once you enable these conversion events in Reaktion, we automatically create the corresponding events in your Google Ads and Meta Ads accounts.

When Reaktion detects a cross-channel conversion, we send the attributed portion of the conversion value to each relevant channel rather than allowing multiple channels to claim the full conversion value.

You can use these events for reporting in Google Ads and Meta Ads by adding them as custom columns in your campaign overview. They can also be used in Reaktion Custom Reports.

Important: Use for reporting, not primary bidding optimization

We generally do not recommend using these attributed conversion events as the primary conversion events for campaign bidding optimization.

Instead, we recommend using them primarily for reporting and analysis. This allows you to evaluate the contribution of each marketing channel when multiple channels are involved in generating a sale, without changing the primary conversion signals used for bidding optimization.

This approach gives you a clearer view of the actual value contributed by each channel while avoiding potential conflicts with the conversion signals already used by the advertising platforms for optimization.