Understanding "Include MOF Conversions"

How to use the option to "Include MOF Conversions" within Last Click Attribution.

The Last Click Attribution model, located in the ROI Report, is designed to give you a clear picture of what's actually driving sales conversions, across all your marketing channels.

Many times though, a Facebook Ad click or a Google Ad Click drives a user to take some action, but an email click or some other non-paid link gets clicked prior to a sale and receives the last click credit.  These would be Middle of Funnel Clicks which likely have more value than what is displayed in any of our traditional attribution models.

Having MOF (Middle of Funnel clicks) can lead to lower ROI and ROAS on bottom of the funnel ads.  It's very common that an ad click actually helps drive awareness and without that click, a sale may not have occurred, so you may wish to see this impact your ads are having so you can better analyze what is really working.

For this reason, we allow you to "Include MOF Conversions" when using Last Click Attribution:

Include MOF Conversions will take all the clicks after the contact was created and within 30 days of each sale (excluding the actual last click) and determines if NO OTHER click occurred, would this click get credit for a sale.  If so, it's a MOF (Middle Of Funnel) Conversion.

When you Include MOF Conversions, Wicked Reports will show

Note: You may need to "Manage Columns" on the Grid to show/move some of these fields around to where you want them.

  • Last Click Sales: These are the sales from each campaign that get credit with Last Click attribution
  • Last Click Revenue: The revenue from the Last Click Sales
  • MOF Conversions:  Additional sales found to be MOF Conversions
  • MOF Revenue: Revenue from MOF Conversions
  • Wicked Attributed Sales: Last Click Sales + MOF Conversions
  • Wicked Attributed Revenue: Last Click Revenue + MOF Revenue
  • Total Attributed Sales: Wicked Attributed Sales + Facebook View-Through Conversions (if in Facebook Channel)
  • Total Attributed Revenue: Wicked Attributed Revenue + Facebook View-Through Conversion Revenue (if in Facebook Channel)

When using MOF Conversions, it is normal and expected behavior that a campaign or Ad Group/Ad Set may take credit multiple times for a single sale.  

This is because if two different ads within the same campaign get clicked prior to order if you Include MOF Conversions, each of those clicks will get credit for a sale.  If that happens, the sale will show up multiple times in a row for a Campaign, Ad Set or Ad Group.


How to use "Include MOF Conversions"