Attribution Coverage

Attribution coverage tells you the % of orders with attribution for the attribution model selected.

Each attribution model will have a different % of orders with attribution.  This is perfectly normal.  The number of orders Wicked Reports can track will vary by marketing strategy, date range of the report, successful and accurate deployment of your tracking code, your sales process, and the attribution model settings.

Quick Overview of Attribution Models

  1. Full Impact - gives 100% revenue credit to multiple touch points + optional incremental Facebook offline conversion revenue
  2. Linear - gives fractional credit to multiple clicks
  3. Last Click - gives 100% revenue credit to last click + optional incremental Facebook offline conversion revenue
  4. First Click - gives 100% revenue credit to 1st click
  5. First Optin - gives 100% revenue credit to new lead generating click
  6. Re Optin - gives 100% revenue credit to existing leads that re-optin and then buy

After setting up Wicked Reports, attribution coverage % should rise each day as more orders are tracked, until a full buying cycle has been completed.  At that time, coverage % should continue to rise but at a slower rate, as your tracked 1st clicks and new leads convert to customers in the future.

 

Attribution coverage is calculated differently based on attribution model being viewed.

Attribution Model Attribution Coverage % formula
Linear Attributed revenue / (Total Revenue - Pre Wicked Revenue)
First Click Attributed revenue / (Total Revenue - Pre Wicked Revenue)
First Optin Attributed revenue / (Total Revenue - Pre Wicked Revenue)
Re Optin Attributed Revenue / Total Revenue
Last Click Attributed Revenue + Incremental Facebook Offline Conversion Revenue / Total Revenue
Full Impact Attributed Revenue + Incremental Facebook Offline Conversion Revenue / Total Revenue