Expand my Community achievements bar.

Announcement: Calling all learners and mentors! Applications are now open for the Adobe Analytics 2024 Mentorship Program! Come learn from the best to prepare for an official certification in Adobe Analytics.

Advanced Marketing Channel Attribution Model

Avatar

Level 2

12/15/17

Adobe Analytics is limited out-of-the-box to First Touch and Last Touch attribution models. In some cases in makes sense, but limits the ability to dig deeper into the user path and attribute performance accordingly to the proper marketing channels. A few blog posts highlighting various models now offers for free by Google Analytics puts Adobe Analytics' offering behind the curve. Adding the option of time decay, position based, weighted, or even algorithmic attribution model would be a huge plus!

6 Comments

Avatar

Employee

12/15/17

Hi, this is definitely something we're looking into! If you had to prioritize which additional models you wanted first, how would you prioritize them?

Avatar

Level 2

12/15/17

I would prioritize the models as:

1. Algorithmic model

2. Time-decay

3. Position-based / weighted

4. Linear

5. First touch

6. Last touch

Avatar

Level 2

2/7/18

Hey admoseremic​, do you guys have any plans in implementing this into adobe analytics? Multi-touch attribution is lacking and GA seems to be ahead of the curve in that regards.