The Contribution report shows how often each Partner acts as an Introducer (first touch), Closer (last touch), or Influencer (any other point in the conversion path). It also shows how often each Partner provides the only touchpoint in a conversion path (Solo), how often each Partner was credited with the conversion and all the Assisted Actions where a Partner assisted the action, but did not win.
Access the contribution report
From the left navigation bar, hover over Optimize.
Select Participation Value → Contribution.
By breaking out each Partner’s participated conversions into Introducer, Influencer, and closer, this report shows how often the Partner contributes value at each point in the funnel. The rightmost column, Credited, shows how often that Partner is paid for a conversion toward which they contributed. In combination, these data points let you see whether Partners are being compensated in proportion to the actual value they drive.
For example, if Partner A is on a last-click Contract, but acts as an Introducer 70% of the time, they are likely being paid very little relative to the actual value they are producing. Conversely, if Partner B (also on a last-click Contract) generally acts as a Closer, they are likely being paid for almost all of the value they produce.
To act on this insight, you might choose to set up a participation bonus for Partner A, which will reward them for any conversion they contribute to, even if they don’t get the last click. If you want to avoid increasing your overall payout, you can then add a payout adjustment in your Contract, to reduce the payout by the amount of the participation bonus whenever that bonus is paid. To learn more about participation bonuses and payout adjustments you can read this article or ask your CSM.
Remember
Each conversion can only be credited once, so if Partner A on a first-click Contract gets the first click and Partner B on a last-click Contract gets the last click, the winner will be determined based on whether you have set first or last click as your preferred crediting method.
You can drill into your data even more by using the report's filters.
Filter | Description |
Date Range | Filter data by when it was created. You can also compare two periods of time against each other. You can pull a maximum of 366 days of data. However, you can still perform Year-over-Year reporting by selecting compare to {Previous year}. If you want to pull more than 366 days of data, you will need to run the report multiple times with different date ranges. Data older than 2 years may be periodically archived. |
Insights Level | Select by which insight you want to review data in the report. Changing this filter will change how data is aggregated.
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Measure | Choose which measure you want to view in the report's table. Choosing a percentage measure (e.g., % Revenue) will fill the table with the percent amounts to which a row's insight level contributed. Choosing a number measure (e.g., Actions) will show the actual number amount that a row's insight level contributed. |
Participated | Pick the partner(s) for which you want to view contribution data, or select All to view contribution data for all your partners. |
Group | Select the partner group(s) for which you want to view contribution data, or select All Partners to view contribution data for all your partners. |
Event Type | Choose the event type(s) for which you want to view partner contribution data, or select All to view partner contribution data for all your event types. |
Minimum Participations | Pick if you want to view All contribution data or only contribution data for insight levels that generated more than 10 actions. |
Show | Add data columns to your report's table, like ROAS or Assisted Actions. |
Your choice for the Measure filter will change what data is presented in your report's table. The first reference table below will represent table columns where a percentage measure was selected (i.e., % Actions and % Revenue). The second table below will represent report table columns where a number measure was selected (i.e., Actions and Revenue).
Table Column | Description |
Insight Level | Each Insight Level that generated data for a given row. For example, if you chose Partner for your Insight Level filter, each row would be the various partners that generated contribution data. |
Participate/ Participate Revenue | If you chose % Actions for your Measure filter, the amount of actions the Insight Level for that row generated in the date range selected. The column's header will be Participate in this case. If you chose % Revenue for your Measure filter, the amount of revenue the Insight Level for that row generated in the date range selected. The column's header will be Participate Revenue in this case. Select the numbers in this column to view a detail action listing for the insight level of that row. |
% Introduce | The percentage of time the Insight Level for that row drove the first click in the conversion path. |
% Influence | The percentage of time the Insight Level for that row drove any click besides the first or last click in the conversion path. |
% Close | The percentage of time the Insight Level for that row drove the last click in the conversion path. |
% Solo | The percentage of time the Insight Level for that row generated a conversion path in which no other Insight Levels contributed. A conversion path with multiple clicks by one Insight Level still counts as Solo, as long as there are no clicks by another Insight Level. Select the numbers in this column to view a detail action listing for the insight level of that row. |
% Credited | The percentage of time the Insight Level receives credit for conversion it contributed to in any capacity. |
Table Column | Description |
Insight Level | Each Insight Level that generated data for a given row. For example, if you chose Partner for your Insight Level filter, each row would be the various partners that generated contribution data. |
Participate/ Participate Revenue | If you chose Actions for your Measure filter, the amount of actions the Insight Level for that row generated in the data range selected. The column's header will be Participate in this case, and all data in the table will show the actual number of contributions (e.g., the actual number of times a partner was the Closer on the conversion path). If you chose Revenue for your Measure filter, the amount of revenue the Insight Level for that row generated in the date range selected. The column's header will be Participate Revenue in this case, and all data in the table will show the revenue amounts generated by the contributions (e.g., the revenue generated by a partner being the Closer on the conversion path). Select the numbers in this column to view a detail action listing for the insight level of that row. |
Introduce/ Introduce Revenue | If using the Actions measure, the number times the Insight Level for that row drove the first click in the conversion path. If using the Revenue measure, the revenue generated when the Insight Level for that row drove the first click in the conversion path. |
Influence/ Influence Revenue | If using the Actions measure, the number of times the Insight Level for that row drove any click other than the first or last clicks in the conversion path. If using the Revenue measure, the revenue generated when the Insight Level for that row drove any click other than the first or last clicks in the conversion path. |
Close/ Close Revenue | If using the Actions measure, the number of times the Insight Level for that row drove the last click in the conversion path. If using the Revenue measure, the revenue generated when the Insight Level for that row drove the last click in the conversion path. |
Solo/ Solo Revenue | If using the Actions measure, the number of times the Insight Level for that row generated a conversion path in which no other Insight Levels contributed. A conversion path with multiple clicks by one Insight Level still counts as Solo, as long as there are no clicks by another Insight Level. If using the Revenue measure, the revenue generated when the Insight Level for that row generated a conversion path in which no other Insight Levels contributed. A conversion path with multiple clicks by one Insight Level still counts as Solo, as long as there are no clicks by another Insight Level. Select the numbers in this column to view a detail action listing for the insight level of that row. |
Credited/ Credited Revenue | If using the Actions measure, the number of times the Insight Level receives credit for conversions it contributed to in any capacity. If using the Revenue measure, the revenue generated when the Insight Level receives credit for conversions it contributed to in any capacity. |
To switch between absolute values and percentages, change the selection in the “Measure” drop-down at the top.
Introducer, Influencer, and Closer percentages will add up to more than 100%, since Partners often fill more than one role in the same conversion path. If a Partner drives the first and last click for a given conversion, it will be marked as the Introducer and the Closer for that conversion.
All conversion paths, even single-click paths, include a Closer.
All conversion paths of at least two different touch points include an Introducer and a Closer (even if the two clicks are driven by the same Partner).
All conversion paths of three or more touch points contain an Introducer, Influencer, and Closer (even if all three or more clicks are driven by the same Partner).
Term | Description |
|---|---|
Participate | How many total conversions the Partner has participated in, for the given date range. |
Introduce | How often the Partner drove the first click in a conversion path. |
Influence | How often the Partner drove a click other than the first or the last in a conversion path. |
Closer | How often the Partner drove the last click in a conversion path. |
Solo | How often the Partner drove at least one click in a conversion path that did not include any other Partners. A conversion path with multiple clicks by one Partner still counts as Solo, as long as there are no clicks by another Partner. |
Credited | How often the Partner receives credit for conversions it contributed to in any capacity. |
Assisted Actions | Assisted Actions are when the partner has assisted the action but did not “win” the action. You can click the action's link to drill down into these actions. |