What is the Attribution Health Indicator Telling Me?

We've added a health indicator to Mission Control to provide some insight as to whether you are receiving "enough attribution" or not.

What does "enough attribution" mean? How do I know if I have it?

The super-simple answer is that more is better. The higher the number, the better the data.

The more nuanced answer is that data analysis is all about context.

So let's dig into the details.

NOTE: As you read through this, please keep in mind that neither attribution nor attribution health are subjective. They are the result of clearly defined rules and simple math. If the numbers don't "seem right" to you, I recommend you review our knowledge base article on the factors affecting the accuracy of Wicked Reports' attribution and ROI reporting.

What is attribution health?

Attribution Health is based on the number of new orders in the past 30 days that received attribution for at least one or more customer journey points. It is an indicator of how your new order attribution compares to the average attribution of other Wicked Reports users.

"New orders" are orders by customers who joined your list after you started using Wicked excluding subscription rebills, which are otherwise eligible for attribution.

Average is calculated by dividing all eligible new orders with attribution for at least one Customer Journey Point by all new orders for all active Wicked Reports accounts - currently somewhere in the neighborhood of 250K per month.

We have defined the average range as average plus or minus one standard deviation.

Attribution Health is classified using the following categories:

Healthy - Your average attribution is within the normal average range for the past 30 days compared to all active accounts.

Unhealthy - Your average attribution is below the normal average range for the past 30 days compared to all active accounts.

Not Enough Data - Blocked Processing or less than 30 tracked orders in the past 30 days.

Last I checked the average was 74% with a 22% standard deviation. This means the healthy range at the time would have 52% to 96%.

Keep in mind that the average and healthy range are calculated on an ongoing basis, always looking at the immediate past 30 days and will vary accordingly based on the actual sales and attribution numbers at the moment.

What does attribution health mean?

Attribution health is primarily meant to be a quick reference to get a sense of, "How's my tracking?"

As with anything in data analysis, it's all about context. Is 76% good? Or not?

As I mentioned earlier, the "correct" attribution window is the one that is aligned with your business model.

How should I use Attribution Health?

As mentioned earlier, attribution health is a single data point that must be looked at in context. Part of that context being that your attribution is being compared to the attribution of all other Wicked Reports active accounts - each of whom have different business models; different sales velocities, sales volumes, and sales processes; and different focus on paid ads, email conversions, and organic traffic (among numerous other differences).

You will almost always benefit from a higher attribution health score, but don't put too much weight on it. 

If your attribution health falls below the healthy range, you will want to have a good understanding of why to determine if - given factors unique to your business - it is actually a signal that you have a tracking problem.

If you're looking for ways to improve your tracking and raise your attribution health, I recommend you review our knowledge base article on the factors affecting the accuracy of Wicked Reports' attribution and ROI reporting.

If you require assistance in determining this, you can email support@wickedreports.com or schedule a thorough deep dive into your account with one of our senior consultants.