This report is based on a more complex understanding of your business model and how different channels work in harmony to generate conversions. There are different multi-channel attribution models, but in this case, we will focus our attention on the value of the email campaigns.
So what is attribution modeling?
It is the process of understanding each channel’s involvement in conversion and assigning the proper credit for its contribution to the conversion. In this case, the report shows the values of:
– the first click attribution (first channel): this model, assigns 100% credit to the first channel with which the user interacted
– the last click attribution (last channel): this metric assigns 100% credit to the last interaction
– the value for email channel (only channel).