Attribution model Position-based

Position-Based Attribution Model Explained with Examples:

The position-based attribution model, also known as the U-shaped or bathtub attribution model, assigns different weights to the first and last touchpoints a user interacts with, while distributing the remaining credit equally among the intermediate touchpoints. This model aims to recognize both the introduction and the conversion-driving touchpoints in a user's journey. Let's explore this model using examples:

Example 1: E-commerce Purchase

Suppose a user's journey to purchasing a new laptop unfolds as follows:

1. They see a Google Ads search ad for laptops (Introduction).
2. They click on a social media ad that showcases various laptop features.
3. They visit the website through an organic search result and explore the laptop options.
4. Finally, they return through a retargeting ad and complete the purchase (Conversion).

In the position-based attribution model, the introduction (Google Ads search ad) and the conversion (Retargeting ad) receive more credit, while the intermediate touchpoints (social media ad and organic search result) share the remaining credit equally.

Example 2: Event Registration

Consider a user's journey to registering for an online workshop:

1. They come across a blog post about the workshop (Introduction).
2. They receive an email invitation with more details.
3. They visit the event page through an organic search.
4. Finally, they click on a retargeting ad and register for the workshop (Conversion).

In the position-based model, the introduction (blog post) and the conversion (Retargeting ad) receive greater credit, while the intermediate touchpoints (email invitation and organic search) equally share the remaining credit.

Example 3: Travel Booking

Imagine a traveler planning a vacation:

1. They see a display ad promoting vacation deals (Introduction).
2. They click on a retargeting display ad that leads them to the travel agency's website.
3. They explore vacation options on the website.
4. They come across a Facebook ad featuring a special offer.
5. Finally, they perform a Google search, click on an organic result, and book a vacation (Conversion).

According to the position-based attribution model, the introduction (display ad) and the conversion (Google search) hold more weight, while the intermediate touchpoints (retargeting ad, website exploration, and Facebook ad) share the remaining credit.

Advantages and Considerations:

Advantages:

• Balanced View: The model recognizes both the initial introduction and the conversion-driving touchpoints.
• Customizable Weights: The weights for introduction and conversion can be adjusted based on your business goals and insights.

Considerations:

• Complexity: The model might become complex if user journeys involve numerous touchpoints.
• Subjectivity: Determining the appropriate weights for introduction and conversion can be subjective and require careful consideration.

The position-based attribution model provides a nuanced perspective by giving weight to both the beginning and end of the user journey. It's crucial to choose an attribution approach that aligns with your marketing objectives and accurately reflects the impact of various touchpoints on conversions.