Attribution (Get started guide)

Correct UTM implementation is a requirement for Attribution (Read this guide to UTM settings)

A common challenge for marketers today is cross-channel attribution. Cross-channel conversions happen when a user clicks on a Google Ads ad and 2 weeks later views a Facebook Ads ad and makes an order of $100 - then both Facebook Ads and Google Ads will claim 100% of the sale as a conversion. That means the sum of reported Google Ads revenue and Facebook Ads revenue now is $200 instead of $100.

This can make it difficult to evaluate each channel's actual contribution to total sales in the web shop.

With Reaktion's Attribution settings you define what click or clicks in the user's journey should get credit for the sale.

Your Attribution Settings page can be found here - https://advertiser.reaktion.com/tracking/my-tracking

For example:

• Linear touch model: a $100 conversion value could be evenly distributed between all marketing channels the user interacted with before making the purchase 
• Custom attribution model: you can define the exact percentage of conversion value  each of the channels should receive depending on if it was the first, middle or last touchpoint.
• First click - only the first click channels is credited for the conversion
• Last click
• First click and last click - both channels attribute 50% of the conversion value

Conversion Window:

By default we use standard conversion windows used by the marketing channels, but you can also customize the conversion window of each channel to be used for cross-channel conversions.

Attributed Revenue and attributed Gross Profit data sent to Google Ads and Facebook Ads

We send attributed revenue and attributed Gross Profit data to Google Ads and Facebook Ads to our custom conversion events:

After enabling those conversion events in Reaktion, we will automatically create them in your Google and Meta Ads accounts and will send reduced conversion values into those events whenever a cross-channel conversion is detected. 

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

However, we suggest not to use those events as primary conversion events of your campaigns, just so that the marketing channels are aware of the real value of each conversion for bidding optimisation. Those events should primarily be used for reporting, in order to evaluate the impact of each channel when multiple channels are frequently involved in generating sales.