CAKE clients can setup different Attribution Models within their CAKE instance to study how Affiliates are influencing a conversion. CAKE supports 6 Attribution Models:

  • CAKE Default First Touch
  • CAKE Default Last Touch
  • CAKE Default Linear
  • CAKE Default Time Decay (Small, Medium and Large)
  • CAKE Default U-Shaped
  • Custom

 

 

Where do I set up Attribution Models?






Within your CAKE instance, click on the Setup Main Tab then on Attribution Settings.  The Attribution Settings Tab is where you will create a new Attribution Model or modify an existing model by selecting "duplicate".  



What are the 6 Attribution Models in CAKE?



Within CAKE, Â you can choose from one of the 5 "pre-defined" default Attribution Models. These models are:

  1. CAKE Default First Touch
  2. CAKE Default Last Touch
  3. CAKE Default Linear
  4. CAKE Default Time Decay (Small, Medium and Large)
  5. CAKE Default U-Shaped

The 6th Attribution Model option is "Custom". Â The Custom Attribution Model option is when you either modify an existing model by selecting "duplicate" or by creating a new model by selecting the "create new model" hyperlink (located at the bottom of the Attribution Settings section). Â For additional information on how to create a Custom Attribution Model - click here



CAKE Default U-Shaped






CAKE Default U-Shaped: Â This Attribution Model would be used in the scenario where the first and last touch points of the user's journey are the most influential to the conversion. Â However, Â the middle touch points of the user's experience are also credited. Â The first and last touch points get 40% of the credit and all other touch points in the middle receive a total of 20% of the credit.

Located under the "Apply" drop down, a fallback Attribution Model will need to be selected for the scenario where a user does not have more than two touch points prior to a conversion.





CAKE Default Time Decay




CAKE Default Time Decay: This Attribution Model would be used in the scenario where all touch points receive credit. Â Each touch point along the user's journey will be credited a greater percentage until a the final conversion point. Â However, the touch point nearest to the conversion will receive a majority of the credit. This model has three different default values - Small, Medium and Large.

  • Small: Last touch will receive 2 times the amount of credit as the first touch
  • Medium: Last touch will receive 3 times the amount of credit as the first touch
  • Large: Last touch will receive 4 times the amount of credit as the first touch

Located under the "Apply" drop down, a fallback Attribution Model will need to be selected for the scenario where a user does not have more than two touch points prior to a conversion.


CAKE Default Linear



CAKE Default Linear: This Attribution Model would apply credit to all touch points in the user's journey.

Located under the "Apply" drop down, a fallback Attribution Model will need to be selected for the scenario where a user does not have more than two touch points prior to a conversion.


CAKE Default First Touch



CAKE Default First Touch: This Attribution Model would apply 100% of the credit to the first touch point in the user's journey.

Located under the "Apply" drop down, a default fallback Attribution Model of "CAKE Default No Credit" will be preselected.  


CAKE Default Last Touch



CAKE Default Last Touch: This Attribution Model would apply 100% of the credit to the last touch point in the user's journey.

Located under the "Apply" drop down, a default fallback Attribution Model of "CAKE Default No Credit" will be preselected.