Multi-Touch Attribution - Overview


Attribution analyzes a user's marketing touchpoints as he or she moves toward a website conversion. The goal is to determine which touchpoint - or combination of touchpoints/interactions - has the biggest influence on their decision to perform an objective

The Multi-Touch Attribution dashboard uses Google Analytics interactions (sessions) to record all of the user's interactions prior to completing a conversion on the website. The attribution values are then combined with OneView Media performance data to calculate ROI for each model. 

The dashboard compares the results of many different attribution models to allow users to see the difference in their data. The models are:

  • First
  • Last
  • Linear
  • Smooth-U
  • Time Decay
  • U-Shaped
  • Data-Driven

Below are links to Help Center articles explaining the models:


This report includes the following dashboards:

Attribution Analysis:

  1. Is our current reporting strategy/attribution model the right method for our business?
  2. What is my ROI based on my reporting strategy?
  3. How much does each of my marketing channels contribute to business objectives?

Model Comparison:

  1. What are the differences in attributed values between different models and methodologies?

Supported BI Tools

The Multi-Touch Attribution Dashboard is available in Tableau and Power BI.


This dashboard includes the following data sources:

  • Google Analytics
  • OneView Media performance

This dashboard is built on the following dataset:



Below are commonly asked questions about the Multi-Touch Attribution Dashboard:

  1. What do these date windows mean? What is the difference between the Conversion Window and the Lookback Window?
    • These date windows allow you to customize what data is included in your model. While the Conversion Window is focused on what paths are included in reporting, the Lookback Window is focused on which interactions within a path should be included. Please read our article on ChannelMix Modeling Engine's Date Windows to see in-depth explanations on how these windows and how they work together.
  2. What does "Filter Direct" mean? I don't want to remove Direct traffic, why would I use this? What happens when I select yes to "Compress Paths"? How do these options affect my reporting?
    • "Filter Direct" and "Compress Paths" are configuration options that can be used to customize the way each user's path is constructed. Please read our article on Path Configurations for explanations on each option and when to use them. 
  3. There are a lot of different options, how do I choose which model is best for me?
  4. This dashboard is meant to combine my performance from my Media OneView. Why don't all of my channels appear in the Channel Performance section of the dashboard?
    • Only channels that appeared in paths (per the lookback window) will be assigned an attribution value. There may be scenarios where you have spent money in a channel but an interaction did not occur during the date windows you have set. A common occurrence is when you introduce a new channel to your marketing. Viewers of these ads may not have interacted yet, or have had the chance to convert on your website yet. 
  5. I see the option for a Data-Driven model in my dashboard, but it is blank. Is there something wrong?
  6. Not only is the Data-Driven option blank, but the entire dashboard is blank. Is there something wrong?
    • A blank dashboard indicates an incomplete analysis. This would be due to your website conversion not occurring within the past 30 days. If your dashboard is blank, please reach out to your team at Alight Analytics to discuss business strategy and objectives.
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