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Attribution IQ FAQ

Question Answer
Q: Why is the “None” line item sometimes getting more credit than I expected when I use the new attribution models?
A: This is likely due to the reporting window you’ve selected as described here . This most often occurs when your reporting window starts on the first day of the month and you’re using a Visitor (Reporting Window) lookback. To capture additional attribution lookback (and reduce the “None” line item), try including a longer time range in your reporting window.
Q: I sometimes see dates outside of my reporting window show up in my report when using attribution models. Why?
A: These extra dates are an artifact of the visitor reporting lookback window described here . The article Data appearing outside reporting window explains why this currently happens. Adobe Analytics will filter out these extra rows in an upcoming release.
Q: Can I use a custom lookback window with my attribution models?
A: Currently, attribution models rely on either a visitor or visit lookback window - but either of these lookback windows are adjustable by either changing the reporting date range (for visitor lookback) or by using a custom visit definition as part of Virtual Report Suites and Context-Aware Sessions .
Q: When should I use a “visit” attribution lookback vs. a “visitor” attribution lookback?
A: The choice of attribution lookback really depends on your use case. If your conversion typically has a longer consideration cycle (something that takes longer than a single visit), we recommend using a visitor lookback, or creating a VRS with a longer visit that more accurately reflects that consideration cycle.
Q: Are attribution models available in Data Feeds or Data Warehouse?
A: No. Because attribution models are calculated at report time using Report Time Processing , it’s not possible to have them reflected in Data Feeds or Data Warehouse.
Q: Are attribution models only available if I’m using a Virtual Report Suite with Report Time Processing enabled?
A: No, while attribution models leverage Report Time Processing on the backend, we’ve made them available to both VRS and base report suites for convenience.
Q: Does Attribution IQ in Analysis Workspace support a data-driven or algorithmic attribution model?
A: This is not yet available in Analysis Workspace, but it’s something we are actively looking into.
Q: Are any dimensions or metrics not supported by Attribution IQ?
A: Attribution IQ is supported on all dimensions.
Metrics that are not supported (primarily because they wouldn’t make sense) include:
  • Unique Visitors
  • Visits
  • Occurrences
  • Page Views
  • A4T metrics
  • Time Spent metrics
  • Bounces
  • Bounce rate
  • Entries
  • Exits
  • Pages Not Found
  • Searches
  • Single Page Visits
  • Single Access
Q: How does Attribution IQ differ from attribution in Data Workbench?
A: Data Workbench incrementally offers:
  • The ability to attribute across more visitor-level data sources, such as ad impressions and point of sale.
  • Algorithmic ( best fit ) modeling. Attribution IQ includes rules-based models only.
  • Additional visualizations, such as latency tables .
Q: Does Attribution IQ work with data sources?
A: Currently, Attribution IQ works with data sources other than summary-level data sources.
Because summary-level data sources do not tie to an Analytics visitor identifier, advanced attribution is not possible. Transaction ID data sources are also supported, unless they are used in a Virtual Report Suite with report-time processing enabled.
Q: Does Attribution IQ work with the Advertising Analytics integration?
A: The integrated metrics - which include impressions, cost, clicks, average position, and average quality score - are summary-level data sources, and therefore incompatible with Attribution IQ. However, the metadata dimensions (e.g. match type and keyword) will work with attribution when used with standard Analytics events or metrics.