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, 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". 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). For additional information on how to create a Custom Attribution Model - click here



CAKE Default U-Shaped






CAKE Default U-Shaped: 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. However, the middle touch points of the user's experience are also credited. 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. Each touch point along the user's journey will be credited a greater percentage until a the final conversion point. 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.