The platform uses a cleaner and a more realistic window of attribution. The reason for the data mismatch with Facebook and Google attribution model is the below –
- The platform uses Last-click attribution model i.e the conversion is attributed to the last paid marketing channel the user interacted with. This is dissimilar to Facebook’s model which is a first click and view through model that results in higher number of conversions reported. Google also uses last-click attribution but if the last touchpoint was organic then the conversion is attributed as a view through conversion instead of a paid marketing conversion.
- The platform uses an attribution window of 30-day click; whereas Facebook uses a 1-day view, 28 click default attribution while Google’s default model is the last click within 30-days.
Scenario 1 (within 28-days)
The first click by a user is on a Facebook ad
Second click via Google ad
Third click via organic
Channel | Transaction Count |
1 | |
0 | |
Online Sales Dashboard | 1 (attributed to Google) |
Scenario 2 (within 28-day)
The first click organic
Second click Google ad
Third click via Facebook ad
Channel | Transaction Count |
1 | |
0 | |
Online Sales Dashboard | 1 (attributed to Facebook) |
Scenario 3 (within 28-day)
The first and last click organic
Channel | Transaction Count |
0 | |
0 | |
Online Sales Dashboard | 0 |
Scenario 4 (within 28-day)
The first click is a Facebook ad
Second click is organic
Channel | Transaction Count |
1 | |
0 | |
Online Sales Dashboard | 1 (attributed to Facebook) |