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Configuring Campaign Attribution Settings

Article: 000050599
Updated: July 16, 2024

Define how interactions and conversions will be attributed to your campaigns

Contacts interact with businesses in various ways and can often be associated with specific campaigns or business initiatives. Because these interactions often are meant to convert leads, it is essential to understand where those conversions are coming from, as well as which campaigns are driving them.

This article will detail how to configure campaign attribution settings.


Article Contents


Users:
Administrators 
Company Managers 
Marketing Managers 
Sales Managers  
Salespersons  
Jr. Salespersons  


Selecting Default Models

Campaigns are unique, and the manner in which leads interact with them will also vary greatly. As such, there are a variety of default attribution models to select from. 

To select a default attribution model for all campaigns, do the following:

  1. Click Campaigns > Campaigns in the left toolbar.

    Choose campaigns from menu
     
  2. Click the Settings tab. 
  3. In the Default Attribution Model section, select one of the available attribution models.
  4. Click Save Changes.

    Select a default attribution model and then save


Attribution Models 

The available models are as follows:
 

Model Description Visual
First Touch








 

Gives all attribution to the first campaign interaction within the interaction window.

 


Click to enlarge.

Last Touch








 

Gives all attribution to the last campaign interaction within the interaction window.

 


Click to enlarge.

Linear








 

Distributes the attribution equally across all interactions within the interaction window.

 


Click to enlarge.

Time Decay







 

Attributes more value to interactions that occurred more recently.

Older interactions will be discounted at an exponential rate, based on the specified time decay length.

 


Click to enlarge.

U-Shaped








 

Combines the concepts of First Touch, Last Touch, and Linear.

For the U-Shaped model, First Touch and Last Touch interactions are given 40% of the attribution. All remaining credit is distributed evenly across the remaining interactions.

 


Click to enlarge.

 



Setting Time Decay Rates

This setting determines the amount of time allotted before attribution decays. Attribution will decay exponentially, based on the decay rate. Lead Gen & CRM recommends this setting be twice the length of your average sales cycle.

To set time decay rates, do the following:

  1. Click Campaigns > Campaigns in the left toolbar.

    Choose campaigns from menu
     
  2. Click the Settings tab. 
  3. In the Time Decay Rate section, enter the desired number of weeks in the Attribution decay rate number field.
  4. Click Save Changes

    Set the time decay rate


Determining Attribution Windows

These settings determine which campaign interactions should be included in campaign attribution reporting. These settings are based on a select window of time, as well as when any specific events occur.

Attribution window settings are wholly optional. They do not need to be enabled and configured for your campaigns to function.

To set attribution window timeframes, do the following: 

  1. Click Campaigns > Campaigns in the left toolbar.

    Choose campaigns from menu
     
  2. Click the Settings tab. 
  3. In the Attribution Window section, click the Ignore campaign interactions checkbox.
  4. Enter the desired number of weeks in the Ignore campaign interactions number field.
  5. Click the and stop considering interactions after checkbox.
  6. Select one of the following options from the and stop considering drop-down menu:

       •   A lead is created
       •   A lead is qualified
       •   A opportunity is created
  7. Click Save Changes

    Select attribution window settings
     

 



Repeating Attributions

This setting limits overall attribution reporting. There may come a time when you have many active opportunities. A customer may interact with several of them. This setting will limit those interactions to the ones that are contributing to the most recent opportunity.

Repeat sales attribution settings are wholly optional. They do not need to be enabled for your campaigns to function.

To limit repeat attribution reporting, do the following:

  1. Click Campaigns > Campaigns in the left toolbar.

    Choose campaigns from menu
     
  2. Click the Settings tab. 
  3. In the Repeat Sales Attributions section, click the Only consider interactions checkbox.
  4. Click Save Changes

    Repeat Sales Attribution Setting
 


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