> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/brand/zh/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/optimize-reports/optimize-metrics-explained.md).

# 优化指标说明

本文解释了 impact.com 如何在客户可能采取的不同场景中，将一次转化（如销售或注册）的归因分配给某个特定合作伙伴，从单次点击到涉及多个合作伙伴的旅程。

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-3f637e61c18d18e166c36929a49e76f223a6bd16%2F5ac8d86bacce165f35650574a7d731df01f02293fe6eefdc447e422952dc0774.png?alt=media" alt=""><figcaption></figcaption></figure></div>

<details>

<summary>单步路径</summary>

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-dd5e75825a0144c1ad42ba5ab8df3f98d60c5831%2F31fea35b0541b3a8a2f4508bd98e8a459adc387e7c0447677bbe164427a42fde.png?alt=media" alt=""><figcaption></figcaption></figure></div>

在最简单的情况下，客户点击了某个合作伙伴的链接并完成转化。该 *收尾方* 因此获得归因。两者的 *参与点击数* 以及 *参与数* 都为 1。

</details>

<details>

<summary>双步路径（一个合作伙伴）</summary>

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-1299f6c8adcf344046192b6dee38ee8a1bf55175%2F5bc390f21e7c84f666529c8ef9a5605ccc737f171e572d23b7044d1c4301c1cc.png?alt=media" alt=""><figcaption></figcaption></figure></div>

在这一路径中，客户两次点击了同一合作伙伴的链接，该合作伙伴同时充当 *引荐方* （第 1 次点击）和 *收尾方* （第 2 次点击）。 *收尾方* 点击获得归因。该 *参与点击数* 为 2，但 *参与数* 仍为 1，因为只涉及一个唯一合作伙伴。

</details>

<details>

<summary>N 步路径（一个合作伙伴）</summary>

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-518ca6f9b9448f66515fae02ead4236561dd5280%2F18ee032d978ad8f38d6dc4b34cdae2582f045327ba755cda4d7583db92c46aab.png?alt=media" alt=""><figcaption></figcaption></figure></div>

这将同一合作伙伴的任意次数（N 次）点击规则推广开来。该合作伙伴在 *引荐方* （点击 1）， *影响者* （点击 2），以及 *收尾方* （点击 3）。收尾方获胜，该 *参与点击数* 为 3，并且 *参与数* 为 1。

</details>

<details>

<summary>N 步路径（一个合作伙伴）</summary>

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-09b0a93fa0f1e4d8174bafa06f8d8fa2ca60b2a4%2Fe7bc2d12707cfcb74ce1521368c924df3f3adf4c088dd4935cc01841bde6901e.png?alt=media" alt=""><figcaption></figcaption></figure></div>

这将同一合作伙伴的任意次数（N 次）点击规则推广开来。该合作伙伴在 *引荐方*引荐方 *收尾方*收尾方 *收尾方* （点击 N）获得归因。该 *参与点击数* 为 N，但 *参与数* 始终为 1，因为只有 1 个合作伙伴。

</details>

<details>

<summary>双合作伙伴路径</summary>

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-2c5928b7b1ef78367a1923a9d2889775e4287a51%2Fd25fe3d3b3c6c8e87de1c21a9cbada36df9cb82e870281c161af7c7bef0cd74b.png?alt=media" alt=""><figcaption></figcaption></figure></div>

当涉及 2 个或更多合作伙伴时， *收尾方* 不一定总是 *获胜方*。任何一方合作伙伴都可以获得功劳，具体取决于归因规则的定义。即使合作伙伴 A 是 *收尾方*.

如果合作伙伴 A 有 3 次点击，而合作伙伴 B 有 1 次点击，那么 *参与点击数* 为 4，但 *参与数* 仅为 2（A 一个，B 一个）。

</details>

<details>

<summary>多个合作伙伴路径</summary>

<div data-with-frame="true"><figure><img src="https://1186853034-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FwMLlMoFBtKJa8ptd3zaw%2Fuploads%2Fgit-blob-349946ffdf7b94a92acda5435b6e93851a589b82%2F1d477f7f76271eb811e7bf71cc55cb0debb9d06c21b60a2c1ad429610b632924.png?alt=media" alt=""><figcaption></figcaption></figure></div>

与双合作伙伴路径一样， *获胜方* 可以根据合同条款是像合作伙伴 B 这样的合作伙伴，而不一定是 *收尾方* （合作伙伴 D）。在每次点击都来自不同合作伙伴的情况下， *参与点击数* （4）以及 *参与数* （4）将相等。

</details>


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