✦ MARKETING ATTRIBUTION

Event Based Attribution.

We understand that attribution is the process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as conversion.

🔒 app.plumb5.com/attribution

Plumb5 Event Based Attribution Dashboard showing channel performance and conversion paths

DEEP CONVERSION INSIGHTS

Understand Real Attribution Beyond Single Source Models

Attributing value to events such as clicks allows marketers to understand the real attribution of a particular channel and their influence on conversions. If you notice in standard reports, the second touch-point which contributed considerably to the purchase behavior is often completely neglected or underscored by standard models. Scoring each event and assist pages helps us in identifying the true influencing source, which gets hidden when applying single-source or fractional attribution models.

1Track user actions and event-level interactions across every touchpoint

2Assign true value to assisting pages and non-primary traffic channels

3Uncover hidden touchpoints neglected by traditional single-source models

4Identify true multi-channel contribution to optimize acquisition ROI

Sankey diagram showing event-based attribution flow from source channels to conversion goals

Current Challenges in Traditional Attribution

Most practiced marketing attribution models fail to reveal true customer paths due to fragmented data and rigid single-source assumptions.

Data Identification

Since channels include Ad sources, organic search, mail and social sites, data identification is not consistent across all sources.

Non User Centric

Currently models are applied based on total conversion irrespective of user’s repeat purchase. Since data is not user-centric, it is hard to differentiate first purchase from repeat purchases.

Model Limitations

Most models practiced today are either Single Source or Fractional, and both have their own limitation. Algorithmic Attribution Model assigns conversion credit across all touch points preceding the conversion.

THE SOLUTION

Marketing Attribution with Plumb5

Plumb5, with its customer-centric integrated platform, solves all current challenges of arriving at an accurate, event-level attribution model.

Addressing Data Identification

Plumb5 scripts monitor all incoming traffic irrespective of channels (even email), recording and assigning value to each interaction for every individual user stacked by user account.

Identifying First Purchase

Plumb5 integrates with your store to tag transaction behavior per user. Understanding first-purchase touchpoints helps attribute subsequent orders separately for effective retention campaigns.

Algorithmic Attribution

Set dynamic scores for page depth, page type, event type, time spent, and frequency. This assigns accurate values to high-interaction sessions that strongly influence purchase decisions.