Attribution and Persistence

[dineshpr]

Hi ,

Can i get an usage differences between these two setting also can you i have an explanation like how we can utilize these setting usages

Attribution setting usage

Persistence setting usage

[Josh__Stephens]

Hi @dineshpr 

This is a great question!  Attribution & persistence can go by different names and can get confusing.

Attribution Models refer to a way of giving credit for a success event.  First Touch, Last Touch, Linear are all examples of attribution models.

These are used in conjunction with a lookback window (visit, 30 days, 90 days, etc.).

As I understand it, Attribution generally refers to allocating credit for a success metric (such as in a Freeform table or Attribution Panel).  These can be modified by users for most success metrics at the time of reporting.

Persistence is similar but applies to a eVar in AA (or any dimension in CJA).  For example, a dimension may be set to Most Recent | Visit.  Once this dimension is set, it would persist until replaced by another value or the end of the visit.  (Original | Visit, on the other hand, the first value seen would persist through the end of the visit.)  When reporting on eVars, occurrences will include persistence while instances will only count hits where a value was actually set.  Persistence settings cannot be modified by users.

[atharva32]

Hi @dineshpr ,

Just adding to the points @Josh__Stephens mentioned.

Persistence

Values retained by eVar across hits visit and sessions. Once value is set it will continue to apply to subsequent interactions until it expires or replaced also referred as expiration.

• eVar : can be configured to retain values based on specific expiration rule. Expiration rule for eVar can either event (e.g. cart add), custom (e.g. 7days), end of visit/session and never expire.
• prop : do not persist. Only recorded on hit.
• event : do not persist, but can be tied to merchandising eVars.

Diagrammatic representation of a sample user journey and its possible persistence as per expiration.

Documentation Link : https://experienceleague.adobe.com/en/docs/analytics-platform/using/cja-dataviews/component-settings...

Attribution

Process of assigning credit to different touch points. Below representation will make it more clear to understand also attached links for ready reference.

Documentation Link for reference: https://experienceleague.adobe.com/en/docs/analytics/analyze/analysis-workspace/attribution/overview

Hope this help. Let me know if you have any further queries.

Happy Learning!

[PoornimaThakur5]

As @Josh__Stephens has rightly explained,

Attribution determines how credit is assigned to different touchpoints when analyzing a metric.

Example in Adobe Analytics:
If tracking conversions, you can use First-Touch Attribution to see which marketing channel originally brought the user, or Last-Touch Attribution to see the final interaction before conversion.

Use Case:

• First-Touch Attribution → Best for evaluating initial acquisition sources.
• Last-Touch Attribution → Useful for optimizing last-mile marketing efforts.
• Linear Attribution → Helps analyze multi-touch contributions equally.

Persistence controls how long a value (like a campaign ID or product view) stays available.

Example in Adobe Analytics:
If a user clicks an email campaign but converts 3 days later, setting campaign tracking code persistence to "Visit" would lose the data after session ends, while "Custom (e.g., 30 days)" would retain it for later attribution.

Use Case:

• Visit-level persistence → When only the session-based impact is relevant.
• Custom persistence (e.g., 7-day, 30-day) → When evaluating long-term impact of marketing efforts like email campaigns.