The Top Paths Report can show you the most popular conversion paths in one of your programs. These are some of the most frequently asked questions about this report.
Credit groups influence which click/referral events will receive credit for a transaction. A channel can be set to one of three credit groups including Preferred, Standard, and Non-preferred. impact.com will first look to see if any preferred referrals exist in a consumer journey. If one or more are found, then the last click of those referrals will be credited as the winner. Any non-preferred or standard referrals will not be considered. The logic proceeds in that fashion from preferred to standard to non-preferred. Alternatively, a non-preferred channel or partner will only receive credit when they are the last click and no preferred or standard referrals exist in the consumer journey.
It depends on the lookback window. impact.com uses whatever is set as the attribution model's max lookback window. The max event type lookback window looks across all terms and takes the max. For example, if the template terms range from a lookback of 3 days to 30 days, we would use 30 days. It gets set by default and is not exposed in the UI.
It works similarly to the last click, but who gets credited differs. Instead of whoever drove the last click in the conversion path getting credit for the conversion, whoever drove the first click will receive credit.
In all circumstances, only partners can win credit when an event type uses the first click credit policy. That means any channels configured will never “win” even if they are in the Preferred credit group. This is because all channels that are not impact.com managed are always considered under a Last Click attribution method. If deduplication with non-partner channels is important to a client, then Last Click crediting should be configured. Consult with your CSM when any such scenario arises to ensure it is configured correctly.
The primary purpose of credit groups is to influence payout decisions for partners managed via impact.com. Unless advanced crediting for partners is configured, all partners managed via impact.com default to the Preferred credit group. Channels should be set to the Preferred credit group when the desire is to suppress payout to an impact.com-managed partner when that channel is in the Last Click position. All other Channels should be set to the Non-Preferred credit group. It is common for brands to configure paid media (search, display, paid social, etc) to the Preferred credit group and unpaid media (organic search, organic social, etc) to the Non-Preferred credit group.
If advanced crediting is configured for partners managed via impact.com, please reach out to your CSM to discuss the optimal credit group configuration for your Channels.
Preferred channel referrals are prioritized over non-preferred and standard channels.
Standard channel referrals are prioritized over non-preferred channels only. referred channel traffic will get credit over standard regardless of its position in the conversion path.
Non-Preferred channel referrals are last in priority and can only receive credit over other non-preferred channels. Both preferred channel traffic and standard traffic will get credit over non-preferred traffic regardless of its position in the conversion path.
To use Optimize strictly as a reporting feature:
Leave all non-partner channels set to non-preferred. These channels will show up in reporting; however, they will not take credit from the Partners.
To use Optimize as a solution to deduplicate paid channels:
Crediting should be set by priority using preferred, standard, and non-preferred.