The 3p Attribution screen displays a numeric breakdown of a client's website traffic transformed into households, then categorized by various ad sources.
This helps illustrate what advertising and marketing efforts are turning visitors into transactions - and what that ROI looks like when you compare marketing efforts to purchases made.
- Channel Influence - shows you a list of website traffic sources same breakdown Google Analytics follows)
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Households Influenced - shows the total, unique amount of households addresses that engaged with ads associated with that specific Channel Influence
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Sales Transactions (Goal 1) - filtered only for identified & influenced households who made a sale transaction
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Service Transactions (Goal 2) - filtered only for households who made a service transaction
For example - the month of April is selected, and there were 181 households that came to the website through a paid search advertisement during that month. 5 of them purchased a car, 11 of them serviced their car.
Note - this breakdown is automatically aggregated, using UTM details in the URLs used in the ads that are driving traffic to the client's website. Click here for further information on how this report populates.
FYI:
- the Households Influenced totals beside each Channel Influence are from the selected time frame
- in this example above, April
- totals will vary as different time frames are selected - since each month, households will engage with a variety of different ad sources, platforms, and channels
- in this example above, April
- these numbers are not unique or mutually exclusive to one source or the other - learn more here
- you can click through any of these numbers for further details about the associated transactions