Custom Attribution Model

A custom attribution model in e-commerce and digital marketing allocates credit for sales based on unique goals and strategies, unlike standard models.

Key Performance Indicator (KPI)

Key Performance Indicator (KPI) is a measurable metric that evaluates effectiveness in achieving specific goals.


Conversion Path

A Conversion Path is a process consumers traverse from awareness to the purchase decision in an online store.

Conversion

A conversion in Ecommerce refers to the process of turning an online website visitor into a paying customer._

Causal Impact Analysis

Causal Impact Analysis is a statistical method used to estimate the causal effect of a designed intervention on an outcome.

Attribution Window

Attribution Window refers to the timespan during which a conversion event can be attributed to a specific marketing action.

Attribution Weighting

Attribution Weighting assigns the value of each user touchpoint before conversion, aiding marketers in optimizing effective channels throughout the buyer's journey.

Attribution Vendor

Attribution vendors track customer behavior across channels, determining which marketing efforts drive conversions and assigning credit to influencer channels.

Attribution Software

Attribution Software is a tool that determines the roles of different touchpoints in the conversion process.

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