Rockerbox will define a conversion as being driven by "Direct Traffic" if there were no other marketing touchpoints that led a user to convert.
Path to conversion is Search->Facebook->Direct->Conversion. This would be reported out as:
In the above scenario, conversion credit would only be distributed between Search and Facebook.
Path to conversion is Direct->Conversion. This would be reported out as:
In the above scenario, conversion credit would be assigned 100% to the direct touchpoint.
Path to conversion is Search->Facebook->Direct->Conversion. Conversion credit would be allocated as follows:
- First Touch: Search receives 100% of conversion credit
- Last Touch: Facebook receives 100% of conversion credit
- Even Weight: Search and Facebook each receive 50% conversion credit respectively
- Statistical: Search and Facebook get X% and Y% of conversion credit, based off the model. X+Y=100%
Path to conversion is Direct->Conversion. Direct would get 100% of the conversion credit regardless of attribution methodology. This means that when analyzing Direct as a channel, the result is the same regardless of attribution methodology as Direct only includes users that engaged with 0 non direct marketing touchpoints.
Reducing Direct Traffic gives you more insights into your marketing impact on user actions. You can use the following tactics to reduce Direct for your conversions.
A potential Marketing Event will be treated as Direct if either of the following are true:
Review all URLs that are classified as Direct and see if they are classified correctly. It's quite common for there to be URLs that should be mapped to a channel.
Less common are URLs that are excluded as marketing events but should actually be included. For example, Rockerbox has default Channels > Exclusions for many payment providers. This is so that a checkout flow that redirects to a payment providers website doesn't count as a marketing event. However, you may have a partnership with a payment provider where they refer traffic back to your site. You would not want to exclude those referrals.
Your customers might have heard about you from a channel that isn't tracked through your current setup. In that case, adding more marketing data will reduce Direct. Examples include:
- Promo Codes
- Direct Mail
- TV Attribution
- Creative Pixels, most common in Display channels
- Click Tracking, most common in Native channels
Passing user data to Rockerbox more frequently can help identify users. These tactics include:
Updated over 1 year ago