Attribution rules in automation analysis

What would you like to know?

• What are attribution rules in automation analysis?
• Workflow attribution explained
• Workflow and attribution strategies
• Attribution best practices

What are attribution rules in automation analysis?

Attribution rules are the criteria that determine how qualifications, opportunities or sales will be counted whenever the lead interacts with the tool. This relates to the automated workflows that leads may go through.

Workflow attribution explained

Attributing data to workflows

In the example below, you'll see 3 workflows that represent a simple and linear automation strategy. The lead continues their journey until reaching the last workflow, when an event (Qualification, Opportunity or Sale) is registered.

The event may be registered directly in a workflow, as shown in the previous example (workflow F3), highlighted in green, or indirectly, by any action taken after the lead has already left the workflow, as shown in the image below. The event may occur between one workflow and another, or after the last workflow, as shown below.

Once the event is registered, credit for it (Qualification, Opportunity or Sale) will be given to a workflow based on the attribution model chosen.

Understanding the last interaction attribution model in the workflow 

• In the example below, the last interaction was direct in the workflow (F3), shown in red, where 1 Qualification, Opportunity or Sale event was registered. Thus, this event should appear in red in the analysis of workflow (F3) when you select the last interaction attribution model:

• In the example below, the last interaction was indirect and occurred after the workflow (F3) in red. Although not responsible for registering the Qualification, Opportunity or Sale event that occurred in Step 2, shown in green, the workflow (F3) received its participation. Workflow F3 was the last workflow the lead went through before the event was manually registered. Therefore, the event should appear in red in the analysis of the workflow (F3) when you select the last interaction attribution model:

Understanding the first interaction attribution model in the workflow 

• In the example below, the last workflow (F3) registered 1 Qualification, Opportunity or Sale event, shown in green. However, in this case, the event will be attributed to the first workflow (F1), shown in red, because this was the first workflow in which the lead interacted before the event was registered – this is where the journey started. Therefore, the event is shown in red in the analysis of workflow F1.

If you analyze workflows F2 and F3 using the same first interaction attribution model, no events will be shown.

• In the example below, 1 Qualification, Opportunity, or Sale event was registered after workflow F3 (highlighted in green); however, in this case, the event is going to be attributed to the first workflow (F1), shown in red, because this was the first workflow in which the lead interacted before the event was registered – this is where the journey started. Therefore, the event is shown in red in the analysis of workflow F1.

If you analyze workflows F2 and F3 using the same first interaction attribution model, no events will be shown.

Workflow and attribution strategies

For strategies using multiple entry workflows and a single exit workflow, we recommend you analyze all workflows using the first interaction attribution model. This way, you will be able to identify which entry workflow works best.

The example below shows 4 leads who started their journeys in the workflows F1, F2 and F3. The Qualification, Opportunity or Sale events were registered in workflow F4.

Supposing that they were 4 Opportunity events, workflow F3 was involved in 2 Opportunity events according to the first interaction attribution model.

In this example, workflow F4 would not have any events attributed to it using the first interaction attribution model.

For strategies using multiple exit workflows and a single entry workflow, we recommend you analyze all workflows using the last interaction attribution model. This way, you will be able to identify which exit workflow is best.

The example below shows 3 leads who started their journeys in the workflow F1. Qualification, Opportunity or Sale events were registered in the workflows F2, F3 and F4. Workflow F3 was not involved in any event.

Supposing that they were 3 Opportunity events, workflow F2 was involved in 2 Opportunity events according to the last interaction attribution model.

In this example, workflow F1 would not have any events attributed to it using the last interaction attribution model.

If a lead starts workflow A, then halfway through starts workflow B, workflow B is considered the last workflow the lead started before the event was registered. This means that the lead may receive the Qualification, Opportunity or Sale event in the middle of two different workflows, but because the last workflow they initiated was workflow B, the event will be attributed to workflow B if using the last interaction attribution model.

Attribution best practices

• Attribution helps you identify the best workflows involved at the beginning or end of your leads' journeys.
• Regardless of your strategy, we recommend that you use only one attribution type to carry out your analyses and comparisons.
• Avoid having only one entry workflow (Thank You or Welcome) and only one exit workflow for registering events (Opportunity, etc.).