This model type assigns an equal split of credit to every touchpoint a lead has engaged with within their buyer’s journey.
The linear model can help you gauge which channels start, drive and close a buyer's journey. But, when a user could take 30 touchpoints to close, this model type might not be as valuable.
Time-based attribution assigns more weight to interactions that happen near the final conversion event.
This attribution model is great for determining which channels regularly drive conversions and which are primarily top-of-funnel channels. Remember, if you have a long sales cycle, then earlier touchpoints that were crucial in getting a user to consider your solution will be given very little credit.
In this model type, 22.5% of the credit is given to four touchpoints:
Customer close touch
The remaining 10% is then assigned evenly to the rest of the touchpoints in the buyer journey.
U-shaped or Position-based attribution gives 40% of the credit to the first touchpoint and the touchpoint where the user became a qualified lead.
The rest is split between the remaining touchpoints. This attribution model will tell you which marketing channels are best for acquiring an audience and which are best for converting that audience.
This model type gives 30% to the first touchpoint. Another 30% is assigned to the touchpoint where a user becomes a qualified lead.
A final 30% is assigned to the final touchpoint where the lead becomes a customer.
The remaining 10% is assigned evenly to remaining touchpoints.
Anonymous people visit your website. Ruler allows you to track each visitor across multiple sessions along with marketing variables such as source, channel, campaign and keyword.
When a user converts into a lead by phone, form or live chat, Ruler will match this new lead to their previous marketing interactions and fire it to your CRM.
When your lead converts, Ruler will scrape the revenue data in the CRM and fire it to your preferred marketing analytics tools. It will be attributed to the marketing channels and campaigns that influenced the sale.
In Ruler, you'll be able to switch between attribution models to find one that works best for you.