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Damonwhall
Adobe Employee
DamonwhallAdobe Employee
Adobe Employee
September 18, 2023
Solved

Attribution IQ by visit vs visit based segments

  • September 18, 2023
  • 2 replies
  • 3622 views

In the past I have used segments set to "visit" to see the impact a URL has to form complete or other events.  From what I understand, this is participation within a "session/visit" (meaning that for "x" page visits where someone in a session visited page "x", and then also had a form complete in the same session).  

 

I see that Attribution IQ can help me take a more simple approach than creating a segment for every URL I view in this way.  Instead, I can create a table, and then select the type of attribution to use.  

 

However, I'm seeing that when I use Attribution IQ in this way, the data I see for visit base participation attribution is not providing the same number as a visit based segment for the same time period.  

 

Can someone explain how I can arrive to the same number? Or help me understand why I'm not arriving to the same number?  

 

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Best answer by Damonwhall

Hello @jennifer_dungan , 

Sorry, here answers to your questions:

  1. The URL is captured when the visitor arrives to that page
  2. The URL is captured for every click on the form page
  3. The URL is captured when event1 (form complete) occurs when they successfully submit the form.  This occurs ON the same page the form is and before they are navigated to the related thank you page.  
  4. Additional note: all forms have an ID/type in a dimension that can be used with form events.  

 

 


Thanks again @jennifer_dungan for hopping on a call and working through this with me.  

 

Jennifer and I did some tests on segments to see where the Attribution IQ setting of "Participation+Visit" lines up with page/URL based segments.  We found that the main difference is that when you make a simple "URL-based" segment, you are giving attribution to an event regardless of whether the URL was visited before or after the conversion event.  

 

However, Attribution IQ "Participation+Visit" matches exactly agains segments that are visit based, but also sequential (ex: url then event with the "after the sequence" selected").  This matches exactly.  See the below screenshot.  

 

 

2 replies

Jennifer_Dungan
Community Advisor and Adobe Champion
Jennifer_DunganCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
September 19, 2023

Hi, to try and get clarity around what you are reporting on... what is the relationship of the URL to the Form Completion?

 

Is the form on that URL? Is the URL recorded when the page loads, and again when the form is completed? Is this URL recorded on other potential actions?

 

When I attempt to use Participation modelling, the attribution is higher than the actual metrics collected.... This is because the attribution is picking up all recorded instances of that URL for Visits / Visitors that triggered the event (in your case they are smaller, but without knowing your datasets it will be hard to pinpoint exactly why you are seeing the values you are seeing).

 

Where you are using segments, even if you are pulling Visits or Visitors that hit your URL, you are still looking at actual form completions...  However, depending on how your segments are built, there could be potential inflation there...  I can't actually see your segments.

Damonwhall
Adobe Employee
DamonwhallAdobe EmployeeAuthor
Adobe Employee
September 19, 2023

Hello @jennifer_dungan (forgot to at mention you), 

 

Thanks for the reply!  Here is another image with the missing information. 

 

 

Jennifer_Dungan
Community Advisor and Adobe Champion
Jennifer_DunganCommunity Advisor and Adobe Champion
Community Advisor and Adobe Champion
September 22, 2023

OK, so the form complete is on the same page as the form, and I would suspect the URL is also tracked on the page, so the attribution model would be picking those page views (before the form completion) into the attribution as I suspected.

 

In this case, the attribution model isn't ideal for what you are trying to achieve.

 

If it were me (and often I do similar things), I would use the segment method where I have more control.

 

I do use Attribution IQ, but for different purposes.. such as looking at the participation of Marketing Channels over 30 days against purchases... so that I can see all the drivers instead of just the last touch (when needed of course, last touch is still the strongest association to the marketing channel, but it's good to look at multiple angles)

A
anniequine21
Level 2
April 30, 2024

I have this same question, but not specifically for forms—just tracking the conversion rate attributed to a page URL. For example, if I wanted to get the conversion rate for the homepage, I would need to create a visit segment where that URL was hit. This is super manual. When I tried to do an order metric using participation | visit as the attribution model, it reported a smaller number of orders than when I did the visit-based segments. 

 

Is this because of what you noted, where visit-based URLs can still qualify even if the URL is visited after the conversion?

 

@jennifer_dungan any insight would be wonderful! Thanks!

Damonwhall
Adobe Employee
DamonwhallAdobe EmployeeAuthor
Adobe Employee
April 30, 2024

Hello @anniequine21 ,

You are correct.  If you just use a "visit" based segment without any additional information, that will yield MORE conversions than what you are seeing in a table that you have set your conversion metric to "Participation | Visit".  

 

So, it is more around understanding what you are seeing in the table.  

 

A "visit" based segment (lets say visits to site.com/web-page-123/) might show that for visits/sessions that in their session "site.com/web-page-123/" was visited, this audience also experiences 100 conversions in their sessions.  

 

However, if you created a table and for your conversion metric, you set the attribution to be "Participation | Visit", you will now only see 80 for that "site.com/web-page-123/".  This is because, the attribution has one more aspect to it that is not obvious at first.  

 

If you go back to your visits to site.com/web-page-123/ segment and make a copy.  Now define it in this way: 

 

[visits to site.com/web-page-123/ AND conversion event doesn't exist] THEN [conversion event is greater than or equal to 0].  

 

THIS segment will = 80

 

So, in your table, you are actually seeing a then statement where it is saying "in the session, the visitor say your page, and then AFTER that point, hit a conversion event.  

 

That was a lot, but if you look at the images above, that was what is portrayed.  

 

In my opinion, this is more accurate anyways, as I would not want to see conversions that happened BEFORE they hit my page anyways. In those cases, the conversions should be unrelated as the page didn't influence those conversions.  

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