Understand
Six scores for one journey
The same channels, six rules. Last click and first click give the whole credit to one touch. The other four split it. The numbers come from stored page views, or from a labeled sample when those paths are too short.
Stored journey
Reading stored page views…
No stored journey yet. Turn on sample data to see the formulas.
Six ways to split the same path
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Markov removal Base rate = journeys that include the white paper, divided by all journeys. Remove a channel by dropping every journey that used it, and compute the rate again. The removal effect is how far the rate falls. Shares are those falls divided by their sum, then limited to the channels on this journey. |
Last click, first click, linear, time decay, and position use only this journey. Markov uses every journey in the set, then keeps the channels that appear here. The same channel in two columns is one removal effect, so those Markov cells repeat and are not added together.
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