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Marketing Intelligence in Marketing Cloud Next
Configure a Multi-Touch Attribution

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Configure a Multi-Touch Attribution

Configure how engagement signals distribute conversion credit to evaluate the customer journey.

Required Editions

Available in: Developer, Enterprise, Performance, and Unlimited editions.
User Permissions Needed
To configure a multi-touch attribution Marketing Intelligence Admin
  1. In Marketing Intelligence, from the Data Management tab, click Touch-Based Attribution.
  2. Click New Attribution.
  3. Select the data space, name your attribution, add a description, and then click Next.
  4. Set the Lookback Window—defines how far back to consider touchpoints before a conversion.
  5. Set the Identity Resolution Rule—defines how customer interactions across devices or channels are linked to a single identity.
  6. Select the attribution models. If you select the Custom Weights model, you assign weights after you add engagement signals.
  7. Save your work.
  8. Add a signal.
    1. Click + Engagement Signal and then select the signals you want to add.
    2. Click Apply.

      Signals marked as suggested are preconfigured templates. Selecting a suggested signal automatically creates the signal without extra configuration.

    3. If you selected Custom Weights, configure the weight for each engagement signal, and then click Apply. The weights must total 100%.
  9. Create a new signal.
    1. Click New Signal.
    2. Select the data space and engagement DMO, and then click Next.
    3. Select the user identifier, timestamp identifier, and the event identifier and then click Next.
    4. Determine the event count definition and then click Next.
    5. (Optional) Add filters to help define the specific engagement signal.
    6. Click Next.
    7. Name the signal and then click Save.
      The system creates the signal and adds it to the signal list for selection.
  10. Add a conversion metric.
    1. Click + Conversion Metric.
    2. Select the metric and then click Apply.
  11. Create a new conversion metric.
    1. Click + Conversion Metric.
    2. Select a signal and then click Next.
    3. Name the metric.
    4. Set the aggregate function—how the system calculates the selected field values.

      For example, use SUM to total a value like revenue, or COUNT to tally the number of occurrences like orders.

    5. Save your work.
      The conversion metric is created and can be selected from the metric list.
  12. Click Deploy.

The attribution deploys in the background, and results become available for analysis in dashboards after deployment completes.

 
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