In this post, we are looking at, what is attribution delta and how to calculate it. Based on the results, we will also identify what could be the issues with your attribution models and attribution settings.
“Attribution Delta -> In short, it is overcounting or undercounting revenue or leads.”
Attribution delta is the difference in revenue or leads when summing up data from different channels. This could be across any of your key KPIs (revenue, leads, orders).
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The gap mostly comes from different marketing channels taking higher credit for sales due to different attribution settings in each platform. Example below:
In the below example we are over attributing 17% of the Revenue ($196K). The difference of $196K and 606 orders is the Attribution Delta. This is due to the different channels taking higher credit for sales.
Example
Formula:
Attribution Delta = [Sum of attributed revenue] - [Actual Revenue]
Attribution Delta% = Delta Value / Total Attributed Revenue
Why You Should Measure It?
Measuring attribution delta will provide you more context on your attribution model(s).
If your attribution delta% is a higher number, for example 30% or more, it means you are over attributing 30% of sales between channels, if it’s a negative number, it means you are under counting sales and you should look at your tracking methodology.
Attribution Delta = +50%
Over attribution – you are probably using view through (VT) attribution and long click through windows. Such as 28 day click / 1 day view. Or 28 day click 7 day view. Tweak to a lower level such as 7day click 1 day view or 7 day click only.
Attribution Delta = -10%
Under attribution - check your tracking settings, you are missing out on giving credit to the channels. You are probably using 1day click and no view through attribution. Or you are probably relying only on Last click. Calibrate your attirbution settings to include more revenue and give higher credit to paid marketing channels such as Google Ads, META, Snapchat & Tiktok etc. Use 7d click or 7day click 1day view.