Attribution Settings is how your report will be generated. FunnelVision offers a variety of Attribution Settings.
By changing Attribution settings, you can completely model the report you need. Attributions Settings allow you to decide how whether your report is based on the date of sales conversions or by the date clicks occured.
You can decide how you want sales to be attributed by selecting a variety of attribution models and revenue breakdowns and more.
Report By:
- Click Date
Report by Click Date pinpoints the clicks that took place during your chosen Date Range and associate them with subsequent sales.
These sales are categorized in two distinct ways. If a sale transpired within the selected date range, it's labeled as a "Date Range" sale. On the other hand, sales that materialized up to 90 days after the chosen date range, are classified as "Future Sales."
- Conversion Date
Report by Conversion Date takes the orders from the selected date range and finds all the clicks from across the entire customer journey so that credit can be divided up as requested.
Google calls this "By Conv. time"
Attribution Model
When reporting by Conversion Date, you will select the Attribution Model that best fits your needs
Full Funnel: Full Funnel takes the orders from the selected date range and finds all the clicks from across the entire customer journey so that credit can be divided up amongst all relevant clicks from the Top of Funnel (TOF), Middle of Funnel (MOF) and Bottom of Funnel (BOF) for each order. All those important clicks that would have gotten lost in the attribution black hole are now able to show value to ad buyers.
This is recommended when doing full funnel analysis, regardless of how long ago the clicks may have occurred.
You can ask a question similar to "In March, I had 500 sales, where did those sales come from?" or "I want to know which Top of Funnel campaigns had a hand in driving the sales I got this month".
Or ANY Combination of
First Click: Only report sales against a given Campaign, Ad Set, etc. if it was the customer's first tracked click.
First Optin: Only report sales against a given Campaign, Ad Set, etc. if it was the customer's last click prior becoming a contact in your CRM.
Last Click: Only report sales against a given Campaign, Ad Set, etc. if it was the customer's last click prior a Sale.
Re-Optin: Only report sales against a given Campaign, Ad Set, etc. if customer re-opted in as a Lead at some point prior to placing a Sale, because of that Campaign, Ad Set, etc.
- For Full Impact or Linear models, select all 4 Attribution Models.
- For a version of U-Shaped Attribution, select First Click and Last Click. This means a Campaign, Ad Set, etc. will get credit for a Sale if it was the very first click or the very last click prior to a sale.
If Selecting Full Funnel or more than one of the four Attribution Models, you will need to select your Revenue Breakdown
- Linear (a more strict view of your data)
When using Full Funnel, Linear Revenue Breakdown will divide a sale by ALL eligible clicks found in the Top of Funnel (TOF), Middle of Funnel (MOF) and Bottom of Funnel (BOF).
If there are 5 eligible clicks across the customer journey from first click to purchase, then every one those clicks will get .2 (20%) of the sale.
When Using any combination of the four other Attribution Model options, Linear Revenue Breakdown will divide a sale by the number of clicks found with those models.
For example: If you selected First Click and Last Click Models and a Facebook Campaign was a Customer's First Click and a Google Campaign was the Last Click prior to a sale, both the Facebook Campaign and the Google Campaign will get .5 (one Half) of the sale.
- Full Impact (a more optimistic view of your data)
When using Full Funnel, Full Impact Revenue Breakdown will give an entire sale to ALL eligible clicks found in the Top of Funnel (TOF), Middle of Funnel (MOF) and Bottom of Funnel (BOF).
If there are 5 eligible clicks across the customer journey from first click to purchase, then every one those clicks will get 1 (100%) sale.
When Using any combination of the four other Attribution Model options, Full Impact Revenue Breakdown will give an entire sale to each of the clicks found with those models.
For example: If you selected First Click and Last Click Models and a Facebook Campaign was a Customer's First Click and a Google Campaign was the Last Click prior to a sale, both the Facebook Campaign and the Google Campaign will get 1 (100%) of the sale.
View-Through Confidence
View-Through conversions are the 1-day view-through conversions we pull in directly from Facebook. We do NOT calculate these conversions.
We do NOT calculate these conversions. Facebook still makes them available through their API and we get them directly from there.
You can decide what percentage of the Facebook View-Through Conversions will be included in your Sales, Revenue, Customers and other relevant calculations
Meta Purchases
Facebook reported Meta Purchase data is available in your FunnelVision Report. You have the option to include Meta Purchases and Meta Purchase conversion values in your Total Sales, Total Revenue, Customers and CAC calculations.
Include: Meta Purchases will be included in Total Sales, Total Revenue, Customers and CAC calculations.
Exclude: Meta Purchase columns will still show the Meta Purchases you've received, they will simply NOT be included in Total Sales, Total Revenue, Customer and CAC calculations
NOTE: Meta Purchases are likely already reported in your overall Sales and Revenue, so including them will likely result in overcounting overall sales, revenue and customers.
Custom Conversions
Custom Conversions refer to event conversions that you track independently and then manually upload into Wicked Reports. They serve as a way to track specific non-purchase events along your customer journey within Wicked Reports, such as booked meetings, demos, etc... After you've sent in these custom conversions, you'll be able to review the number of events that were driven by your ad campaigns.
You can select to display up to 3 custom conversion values (along with their cost per) in the Grid at any time.
Organic Clicks
If you have selected to Ignore Organic Clicks, the entire report will ignore Organic clicks for. All reporting on the screen will "pretend" that any of the Organic clicks NEVER occurred.
When viewing "Overall" and seeing all channels, if Ignoring Organic clicks, there will NOT be an Organic Channel.
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Linear attribution will be more impacted by including Organic clicks because there will be more clicks to divide every order by. We recommend ignoring organic clicks.
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Revenue
Gross will include all sales, revenue and customers before removing discounts, failed payments and refunds.
Net will show show sales, revenue and customers after removing discounts, failed payments and refunds
Recurring Subscription Revenue
A New Subscription Payment is the first (1st) Payment on a New Subscription
A Recurring Subscription is payment number 2 and beyond for a subscription. Any subscription payment after the first one is considered a recurring subscription payment.
If Include Recurring subscription Revenue, the reports will include sales and revenue from both New and Recurring subscription payments.
If Exclude Recurring subscription Revenue, the report will exclude all recurring subscription sales and payments. Only New Subscriptions are included.
Frequently Asked Questions (FAQ)
- What does "Ignore Organic Clicks?" Do?
Organic clicks are any clicks recorded without any UTMs or tracking parameters. These are clicks we've bucketed into organic campaigns "Direct", "Organic Search", "Referral" and "Social".
When Ignoring Organic Clicks, FunnelVision will process the reports as though these clicks never occurred. Using Full Impact Revenue Breakdown, there won't be much difference in the reporting. Using Linear is where there's likely a bigger difference. Linear Revenue Breakdown splits credit for a sale among all the eligible clicks that occurred in the TOF, MOF and BOF. If you include Organic clicks, there are more clicks used in the calculation and can dilute the credit your paid ads, emails and SMS will get for a sale. This is why when analyzing paid marketing, we recommend ignoring Organic clicks.