Attribution Models
      Back to home
      1. Wicked Help Center
      2. ATTRIBUTION MODELS
      3. Attribution Models

      How To Use Full Funnel Attribution

      This document is for Media Buyers, Brand Marketing Directors and Brand Owners optimizing ad spend using Full Funnel Attribution

      What Is Funnel Funnel Attribution

      Full Funnel is our revolutionary attribution model to help users see how their marketing is performing across their entire funnel.  This view of the data 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).  All those important clicks that would have gotten lost in the attribution black hole are now able to show value to ad buyers.

      Full Funnel attribution is recommended when doing full funnel analysis, regardless of how long ago the clicks may have occured.  

      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".

      Why You Need This

      To do proper analysis in other marketing attribution solutions, you need to understand and select the attribution model relevant to your campaign intent.  Often you need to do analysis in more than one attribution model and piece-meal the data together.  We've simplified marketing attribution into one model so you don't need to worry about those attribution models any more.

      Full Funnel attribution is the most robust attribution model available anywhere because we’re allowing all relevant clicks across the funnel (TOF, MOF and BOF) to get credit for revenue.

      Specific Facebook Data is pulled in daily for easy comparisons between Wicked Reports and Platform data.  Click here to see which columns are available

      How To Use The Full Funnel Attribution 

      When using Full Funnel Attribution while Reporting by Conversion Date, FunnelVision finds all the sales during the selected date range and buckets every click in the customer journey into the appropriate part of the Funnel (TOF, MOF and BOF) before any calculations are done

      TOF Clicks

      Full Funnel Attribution has two options for how we determine Top Of Funnel (TOF) clicks.

      • First Click Only:  Only the First Click will be considered a Top of Funnel (TOF) Click.  This option is recommended for business who do not have a focus on lead generation.  This will allow retargeting clicks to warm traffic to be considered MOF or BOF clicks based on time window settings.  This option will make your Top of Funnel (TOF) very similar to using First Click Attribution.
        • any duplicate click within 2 hours of the First Click will be ignored and will not be used toward the Middle of Funnel (MOF) clicks or Bottom of Funnel (BOF) clicks.
      • Contact Creation:  All clicks that occur prior to a contact being added to the CRM.  There is no limit to how many clicks can be considered TOF.  As long as the click occurs prior the contact being created, Full Funnel will consider the click a Top of Funnel (TOF) Click.  This option is recommended for business who do have a focus on lead generation as any click prior to their first optin is considered a TOF click.

      BOF Clicks

      BOF clicks happen AFTER a contact is created and before an Order happens.  The user will set their defined Bottom of Funnel (BOF) Time Window.  The BOF Time Window will be between 1 and 90 days prior to a sale.  Any click that occurs within the defined BOF Time Window, will be considered a BOF click.

      BOF Time Window: 1-90 Days

      MOF Clicks

      MOF clicks happen AFTER the Top of Funnel and before the BOF Time Window.  The user will set their defined Middle of Funnel (MOF) Time Window.  The MOF Time Window will be between 0 and 90 days prior to the BOF Window.  Any click that occurs within the defined MOF Time Window, will be considered an MOF click.

      Note: an MOF Time Window of 0 will ensure that NO orders are attributed to the Middle of the Funnel (MOF)

      MOF Time Window: 0-90 Days

      MOF and BOF are mostly unique for every order

      Every order has it's own Middle of Funnel and Bottom of Funnel.  Once a customer places an order, the MOF and BOF starts over for that customer and their future orders.  

      ex. An MOF Click for Order #1 cannot be an MOF click for Order #2, even if the click falls within the MOF time window of Order #2.  Once order #1 happens, a new MOF and BOF window begins for Order #2

      MOF and BOF Time Window Examples

      BOF Window: 30 Days

      MOF Window: 30 Days

      BOF Window: 7 Days

      MOF Window: 21 Days

       

      BOF Window: 30 Days 

      MOF Window: 30 Days (cut off at 8 days because MOF/TOF cannot overlap)

      NOTE: Contact is created within the MOF Window, so MOF Window is cut short at TOF

      BOF Window: 7 Days (cut off at 3 days because BOF/MOF/TOF cannot overlap)

      MOF Window: 21 Days (ignored in below scenario)

      NOTE: Contact is created within the BOF Window, so BOF Window is cut short at TOF and MOF Window is IGNORED

       

      BOF Window: 7 Days (ignored in below scenario)

      MOF Window: 21 Days (ignored in below scenario)

      NOTE: Contact is created at time of order, so BOF Window and MOF Window are IGNORED

      Important: In the scenario where a customer makes their first click and then immediately makes a purchase, since the click occurs prior to contact creation, this click is considered a Top Of Funnel (TOF) click and the order will represented that way in FunnelVision.


      Revenue Breakdown

      Linear

      With the Linear Revenue breakdown, every order and it's revenue is divided among all the eligible TOF clicks, MOF clicks and BOF Clicks.

      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.

      Example:

      Every order will be divided appropriately into the proper clicks so no sale will be counted more than once.  This is why including organic clicks can dilute the value of your paid clicks...more clicks will share credit for a sale.

       

      Full Impact

      With the Full Impact Revenue breakdown, every eligible click will get credit for an entire order across the funnel.  For each click, the order will be divided among the parts of the funnel the click occurred in (TOF, MOF, and BOF).

      If any given Ad was clicked in multiple parts of the Funnel, that Ad will receive credit for a sale and the sale will then be divided into the relevant parts of the funnel for that Ad.

      Example:

      Across different Channels, Campaigns, etc, any given order may be counted more than once.  For any specific Channel, Campaign, etc, an order can only be counted once.