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Attribution 360 > Lesson 1: Introduction to Attribution > Flashcards

Lesson 1: Introduction to Attribution Flashcards

1
Q

What is attribution?

A

Attribution is the practice of tracking and assigning values to all marketing touchpoints that lead to a conversion

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2
Q

What is a touchpoint?

A

A touchpoint is an online interaction or event. It could be an impression or a click type interaction in a conversion path.

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3
Q

What is a conversion?

A

A conversion can be a website purchase, an email sign up, whatever is important to the business

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4
Q

What is an attributed conversion?

A

An attributed conversion is a conversion event that can be credited to multiple impression or click events

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5
Q

What are channels?

A

The set of media channels that make up your media investment portfolio, defined specifically by client

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6
Q

What is unique about the data-driven model?

A

The data-driven model does not have any pre-determination. Credit is assigned after the model has been run.

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7
Q

How does the data-driven model work?

A

The data-driven model uses a machine learning algorithm to assign a weighted fraction to each marketing touchpoint based on the touchpoint’s influence on conversion.

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8
Q

How does the machine learning algorithm work?

A

It is an A/B test approach that compares paths and takes into account factors like exposure, recency and frequency.

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9
Q

How does the machine learning algorithm compare conversion paths?

A

It will compare like paths and compare the probability of conversion between path A and path B when one of the touchpoints is missing.

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10
Q

How is the weight of each touchpoint assigned?

A

The weights given are proportional to the relative influence of each touchpoint in driving a conversion.

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11
Q

How is the credit divided between each touchpoint?

A

Credit is fractionally divided up to all impressions and clicks on the user path.

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12
Q

What are the key factors used to determine the credit assigned to each touchpoint?

A 
Lookback
Exposure
Recency
Frequency
Frequency at each value of recency
METs
Anonymity
Cross Device model
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13
Q

What is lookback?

A

Lookback is the max amount of time allowed between the conversion and the touchpoints

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14
Q

What is exposure?

A

Exposure defines the event type the user was exposed to . It can be impression or click event.

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15
Q

What is recency?

A

The time in days between each event time impression or click and the conversion or estimated customer drop off

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16
Q

What is frequency?

A

The count of events impressions or clicks for each type of event in the path.

17
Q

What is an example of frequency at each value of recency?

A

User saw 2 impressions, 3 weeks ago from touchpoint x (paid search).

18
Q

What can you see with the cross device model?

A

You can see first interaction and last interaction across device.

19
Q

What provides the data for the cross device model?

A

The Google Device Graph powers cross device attribution

20
Q

What is the Google Device Graph

A

The Google Device Graph stitches together path fragments for users. It ties device islands together based on users behaviors on google biggest online products.

21
Q

How can the cross-device model impact reports in Attribution?

A

It can change the number of converting and non-converting paths by stitching together what might seem like 3 paths into one.

22
Q

When you pick a date range in Attribution reporting, that is the date range associated with the (blank)

A

the media

23
Q

All of the (blank) have to take place in the data range to be counted in the reported period

A

touchpoints

24
Q

In attribution reporting, early funnel touchpoints launched today will take (blank) to see conversion

A

time

25
Q

In attribution reporting, conversions will continue to accumulate (blank)

A

daily

26
Q

In attribution reporting, credit is no longer assigned the same day as the (blank)

A

conversion

27
Q

In attribution reporting, the longer we wait to look at data after the reporting period ends, the more conversion credit will be attributed, particularly to (blank) funnel touchpoints.

A

upper funnel

28
Q

In attribution reporting, conversion numbers will have settled by the end of the (blank) period

A

lookback

29
Q

Lower funnel media tends to get attribution credit faster than (blank)

A

Upper funnel

30
Q

Conversions stop accumulating in attribution reports after (blank)

A

The Lookback period ends

31
Q

In attribution reporting, the period of time when attribution conversions continue to accumulate is called the (blank)

A

the dynamic window

32
Q

The key metric you can analyze with Attribution is (blank)

A

how many conversions did I get for what I spent on media? cost per attributed conversion

33
Q

What is exposure in Google Attribution

A

Exposure is what a user has been exposed to, for example the type of event like paid search

34
Q

What is a normalized score?

A

A normalised score is a score that has been scaled up so the total values can equal 100%

35
Q

What does MET stand for in attribution?

A

MET stands for model event type, the type of event a user was exposed to

36
Q

Each model event type and recency bucket combination is treated as a (blank) item when calculating recency

A

Each model event type and recency bucket is counted as a separate item

37
Q

When calculating the impact of an event, PPC generic at recency 5-7 days is a (blank)

A

PPC generic is a model event type in one recency bucket

38
Q

Recency tells us how many days prior to conversion the (blank) occurred

A

Recency tell us how many days prior to conversion the event occurred

39
Q

The counterfactual represents the path to conversion with one event (blank)

A

removed

Attribution 360 (2 decks)

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