AFPC Attribution in Google Analytics - Stunning reports that show 'true' channel influence

Описание: Most attribution methods fall dramatically short in describing true roles played by each channel in a purchase process. They are single dimensional at best, and either ignore the role of other channels(e.g Last click OR First Click) , or assign 'proportions' of the conversion value to each channel based on different rules without a clear view of what was the 'role' that it played.

AFPC attribution aims at opening up clear information to be able to see exact role played by each channel in every transaction or at a summarised level to make better budget and mix decisions.

The Problem
There's some really great Attribution information available in Google Analytics 'Multi Channel Funnels' and 'Assisted Conversions' reports. But all that information lives in boxes of their own and cannot be used in the other reporting areas of GA. You can't even apply segments on that data for any further analysis.

Secondly, the regular reporting of GA uses Last non direct click attribution. Yes, you can use the attribution comparison reports to see other models. But you're still looking at un-actionable information, with each attribution model data in it's own silo.

What we need is for this rich multi-channel data to be available in all the regular reporting views, with modular contextual information of what role it played in the transaction (or goal).

The solution*
WebScore has come up with a Attribution data collection model that allows all multi-session channel information to be made available in the standard reporting areas of GA.

*The result*

Know exactly how many transactions (or goals) every channel influenced and in WHAT WAY IT INFLUENCED IT! : Did it 'ACQUIRE' the user who transacted? Did it create a 'FOLLOW-ON' session for the user? Did it bring the user for the second to last ('PRE-CLOSER') session? Or did it finally 'CLOSE' the deal?

Trace back every transaction to see all the sources and mediums the user traversed before making the purchase.

Build channel role visualisations to exactly see which part of the purchase process has each channel played largest role in?

Ability to build metrics such as 'Influence%' and 'Influence on Investment'

Ability to apply segments on this data.

Ability to use this data in any custom reports.

Ability to create beautiful visualizations in Data Studio