Attribution - Feature Set: What's Changed?
This document will cover changes with the new Attribution Feature Set Release:
- Terminology Updates
- New Settings
- Reporting & API Updates
Updates to Terminology
With this release, we have made some changes to CAKE's terminology. Each of these terms were previously found in the Attribution tab of the Offer card (CAKE for Networks) or Site card (CAKE for Advertisers) but will now be found within your Setup maintab, Attribution Settings section.
Previous Name→ New Name
View Thru Conversions→ Treats impressions as touches + Lookback Window*
Disable Click Deduplication→ Allow Duplicate Touches + Throwout Click Period
Disable Impression Deduplication→ Allow Duplicate Touches + Throwout Impression Period
*Lookback Window is only available within CAKE for Advertisers
Clarifying Allow Duplicate Touches
Allow Duplicate Touches: This setting will replace both Disable Click Deduplication and Disable Impression Deduplication. When you see this setting for the first time, you will see Clicks and Impressions broken out separately, as show in the screenshot above. However, if you were to disable either of these, after selecting Save, both will be rolled up into the new "Allow Duplicate Touches" setting.
Note: This is not a reversible action but the same functionality will be supported after the change.
If enabled, CAKE will allow for duplicate touches from the same source. However, if this setting is enabled you should to adjust the Throwout Periods to null so that they do not override the setting to allow for duplicate touches.
Lookback Window: (CAKE for Advertisers Only) This new setting within the Attribution Settings of Setup (referred to in the first screenshot) will replace the Click and Impression Cookie Days setting previously on the Site card. The Lookback Window allows for a Source to receive attribution credit/payment if a user converts on a Macro and/or Micro Event within the designated time period, the default is 30 days.
Lead Deduplication Days: This Offer card setting allows Lead Generation clients to set a period of time in which both Browser and Server posted Leads from the same user would be considered a duplicate. This setting will be used in addition to the Click and Impression Cookie Days (CAKE for Networks) or Lookback Window (CAKE for Advertisers).
Credit Model: Also referred to as "Attribution Model," the Credit model is a set of rules defined by the marketer to assign credit to touch points that have worked together to influence a conversion. Read More: Attribution - What kinds of Attribution Models are there?
Payment Model: More commonly used in CAKE for Networks, and in some cases in CAKE for Advertisers when the Affiliate Channel is leveraged, the Payment Model is used to determine the source's payout based on their influence towards a user's conversion. It uses the Credit Attribution model defined in your Offer/Site settings to assign credit or monetary value to the various touch points. In the first iteration of the CAKE Attribution Feature set, only two payment models are supported: Last Touch and First Touch. This setting will be on the Add Offer/Site wizard and the Attribution tab.
Programs: (CAKE for Advertisers Only) With this release, CAKE is introducing a new concept called Programs. Knowing that marketers typically run campaigns within categories such as brand awareness, acquisition and loyalty, CAKE will now support different attribution models on Campaigns within a defined Program as the metrics may be different than usual site traffic. For more information on setting up Programs, please visit: insert link here
Reporting & API Updates
With the new Attribution Feature Set, each of CAKE's Reports & new API Versions will be updated to support decimals.
Reporting: Report columns within the UI will reflect two decimal places with trailing zeros removed.
For example: If a linear credit model is utilized and CAKE tracked touches from 3 different sources before the user converted, reporting would then reflect 33.33% of the attribution credit to each of those sources.
API: Each of CAKE's APIs will have a new Version that support multiple decimals, these will be the database values that are not rounded to the nearest hundredth. Existing API's will still be compatible, however, if you are utlizing attribution models beyond first & last touch, you will want to use the newest API version.
Note: Your database utilizing CAKE's API's might assume whole numbers so please confirm before using the newest API versions.