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Christiaan Proper

Danny Esveldt

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Explanation of all attribution models implemented:

  • Last touchinteraction: Gives 100% credit to the interaction occurring most recently before conversion (this interaction still has to occur within the attribution window).

  • First touchinteraction: Gives 100% credit to the interaction first done in the attribution lookback window.

  • Participation: Gives 100% credit to all unique interactions with personalizations. The total number of conversions is inflated compared to other attribution models. Participation deduplicates personalizations that are interacted with multiple times.

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