For campaigns, campaign tags, mediums and sources dimensions, the option exists to choose first visit or converting visit attribution for the report.

First touch attribution should be used to look the performance of search campaigns and converting touch should be used for display.

First Visit:

Reports will attribute their metrics to first known medium / campaign for the contact 

Converting Visit: 

Reports will attribute their metrics to the medium / campaign of the visit that produced the submission

Direct 

  • Will be much higher with converting touch attribution than with first touch attribution
  • People discover your site through organic search results (organic), a paid ad (cpc) or a link on another website (referral). They browse your site but don't fill out a form during that visit. Then they return to your site later from a bookmarked link (direct) or by typing in your website URL directly into their browser address bar (also direct) and decide to fill out a form on the later visit.
  • With converting touch attribution, all of these scenarios conversions will be tallied under the medium of direct
  • With first touch attribution, the different scenarios conversions will be tallied as organic, cpc or referral

Organic

  • Tends to be lower with converting touch but not significantly; it depends on the SEO performance of the site 

Email

  • Will be much higher with converting than first touch
  • Few contacts will have their very first interaction with the database or website through email (these would clicks from forwarded emails)

Paid media (CPC)

  • Will be lower with converting than first touch
  • It is very important to always use first touch attribution for paid search analysis

Referral

  • Will be lower with converting than first touch

Import

  • Will be very low with converting (potentially zero) but it can be a significant factor for first touch; it depends on import tendencies
  • If many contacts are imported to the database, then there could be many conversions with a first touch medium of import
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