Top Attribution Calculations
The Top (Lead/Tag/Order/Opportunity) Attribution reports have an ‘Advanced’ tab that gives seasoned advertisers the ability to customize the logic of how top results or bottom results are calculated.
If after reading this article, you’re still unsure of what to do, you might want to stick with our default settings. They’ll work for 95% of our users.
Under Exclusion Options you can use the default settings which is the most common option. You can choose to not exclude any values (see those values below).
What Can Be Tweaked
There are two tweaks that can be made in these advanced settings. They are:
1) What values to exclude
2) When to exclude those values
Exclude Selected Values
What to Exclude
At times, certain UTM parameters may come through as (direct), (not set), (not provided), (empty), (none) or null. You can choose to exclude all of these values or select specific values to exclude.
When to Exclude
You have the option to exclude the selected values before the top results are calculated or after.
Choosing to exclude these values before the top or bottom results are calculated, Graphly will not give credit to the values you have selected.
Choosing to exclude these values after the top or bottom results are calculated, Graphly will give credit to the values you have selected, but then remove them from the top or bottom results.
To help clarify the difference between the two, imagine a competition with many contenders. Choosing to exclude after is like awarding a particular competitor a trophy but then telling him he doesn’t get to stand on the podium.
Choosing to exclude before is like telling the same competitor he doesn’t get to participate in the competition at all. Because we’re dealing with multiple visits that have the ability to overwrite one another (especially when you’ve chosen to return the Most Recent UTM), the difference between including values only to exclude them before display versus excluding those values from the start, results in vary different results.
When in doubt, save the report settings, view the data, change the settings, save, view the data, and then determine what’s best for your situation given your market and the unique circumstances your business faces.
Graphly’s Default Settings
To determine whether or not you even need to customize these settings, it’s important to know how Graphly handles the calculations.
When the attribution setting is set to ‘ Original UTM’ Graphly excludes All of the values in the drop down after top results are calculated.
When the attribution setting is set to ‘ Most Recent UTM’ Graphly excludes All of the values in the drop down Most Recent before top results are calculated.