This article will cover the following:
- Where do I set up Attribution Models?
- What are the 6 Attribution Models in CAKE?
- CAKE Default U-Shaped
- CAKE Default Time Decay
- CAKE Default Linear
- CAKE Default First Touch
- CAKE Default Last Touch
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:
- CAKE Default First Touch
- CAKE Default Last Touch
- CAKE Default Linear
- CAKE Default Time Decay (Small, Medium and Large)
- 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 scenari
If you have any questions, please reach out to your dedicated CAKE Client Success Manager/Account Manager or contact the CAKE Support Team at support@getCAKE.com.