Convertro’s algorithmic attribution model determines what portion of your revenue would have occurred had you not engaged in any paid marketing. The model then allocates conversion revenue among all marketing sources and this “base” accordingly. This allows you to measure the true incremental value of paid marketing.
Factors other than recorded marketing also influence conversions (seasonality, “brand”, weather, word-of-mouth marketing, etc). In order to account for such factors, we define a “base” probability of conversion, which is the probability of conversion of a potential customer who was not exposed to marketing. We measure the revenue contribution of other marketing sources relative to the base probability as “lifts” or “increments” above that base. In attribution, some of the revenue is awarded to “base” depending on the size of the lift of the marketing sources involved in the click trail. For example, in customer paths where the marketing touchpoints have small value increments base will get more revenue than in other paths where the value increments between touchpoints is large.
By incorporating the base and measuring the effect of paid marketing sources as the lift above that base, Convertro allows you to measure the true incremental value of paid marketing.The base probability of conversion might change over time, depending on brand growth, seasonality, and other factors. We currently measure the base probability per quarter, but this can be changed to per month if there is sufficient conversion volume. For more details on how we calculate base, please request a demo.