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  • How do the different Traffic Attribution types actually work?

    ID: SOL2393
    Refers to: PROD_DELETED

    Traffic Attribution types are available with filters involving sources that generated traffic for your web site (e.g., campaigns, referring URLs, traffic sources, etc.). To use them, you need to click on the Show Filters button and select a filter with the attribution type you are interested in.

    Filter with Traffic Attribution Type
    Figure 1: Filter with Traffic Attribution Type

    The following attribution types are possible:

    • Direct: A filter with direct traffic attribution selects traffic by the source of each visit, no matter how the visitor's first visit was triggered. The filter excludes traffic originally triggered by the selected source but returning via another source.

      Example:

      If you select the Campaign (Direct) option and identify it as a Yahoo! campaign, the filtered report contains only the visits generated by this Yahoo! campaign, and excludes the visits via another source (direct access, bookmark or organic search) from visitors originally acquired by the Yahoo! campaign.

    • Original: A filter with original traffic attribution selects traffic by the source of the visitor's first visit, and includes all subsequent traffic no matter how subsequent traffic was triggered. The filter includes traffic originally acquired by the selected source and returning via another source.

      Example:

      If you select the Campaign (Original) option and identify it as a Yahoo! campaign, the filtered report contains the visits generated by this Yahoo! campaign, including all the subsequent visits (no matter how they were generated) from visitors initially acquired by the Yahoo! campaign. If the visitor was initially acquired by the Yahoo! campaign but a subsequent visit was generated by a Yahoo campaign, this visit is still included in the Yahoo! Campaign (Original) filter.

    • Intelligent: A filter with intelligent traffic attribution selects traffic by Direct Source (i.e., the source of each visit), and includes returning non-campaign traffic that was originally triggered by the direct source.

      Example:

      If you select the Campaign (Intelligent) option and identify it as a Yahoo! campaign, the filtered report contains the visits generated by this Yahoo! campaign, including all the subsequent visits (via direct access, bookmark or organic search) from visitors initially acquired by the Yahoo! campaign. However, if the visitor was initially acquired by the Yahoo! campaign but a subsequent visit was generated by a Google campaign, the second visit is not included in the Yahoo! Campaign (Intelligent) filter.

    • Comparison Matrix:

      Yahoo! 1Direct AccessGoogleYahoo! 2Bookmark
      VisitorVisit 1Visit 2Visit 3Visit 4Visit 5
      DIRECTYahoo! 1Direct AccessGoogleYahoo! 2Bookmark
      ORIGINALYahoo! 1Yahoo! 1Yahoo! 1Yahoo! 1Yahoo! 1
      INTELLIGENTYahoo! 1Yahoo! 1GoogleYahoo! 2Yahoo! 1

      Usability:

      Traffic Attribution options for filters provide you with a more accurate picture of how visitors return to your site. If you filter your reports with traffic attribution options, you can answer questions such as: Do visitors remember your web site after first reaching it via a paid search campaign? Do they bookmark your web site and thus incur no additional costs for you with their subsequent visits? Or, do they access your web site via another campaign and thus add to your costs? The answer to these questions will help you determine the actual cost of acquiring a returning visitor.

      For each filter with Traffic Attribution options, you can find a short explanation by clicking on the “i” icon.

      Help Text for Filter with Traffic
      Figure 2: Help Text for Filter with Traffic Attribution Type



    Last updated: April 12, 2016
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