Multi-touch attribution

How it works

Attribution in Interact processes your customer journey paths table in BigQuery and runs statistical models to determine how much credit each channel deserves.

BigQuery paths table
(one row per touchpoint)
         ↓
Path pre-processing
(deduplication, junk channel filtering, length limits)
         ↓
Markov chain model    +    Shapley values model
(removal effects)          (coalition values)
         ↓
Attribution credit per channel
(revenue, conversions, credit share)

Results are cached per date window and label combination. Subsequent loads of the same window are instant — no recomputation needed.

Attribution models

Markov chain

Uses transition probabilities between channels to calculate each channel’s removal effect — how much conversion rate drops when that channel is removed from all paths. Channels with high removal effects are structurally important to the journey.

Shapley values

A game-theory approach that fairly distributes credit across all possible channel orderings. More computationally intensive, but captures synergies between channels. Enable in settings when deeper analysis is needed.

Last-touch attribution is also always available as a reference baseline.

Key concepts

Concept	Description
Removal effect	How much conversion rate falls when a channel is removed from all journeys. The primary Markov metric.
Credit share	Fraction of total conversion credit attributed to a channel (0–1).
Date window	The time range over which journeys are analysed. Only journeys starting in this window are included.
Label splits	Segment attribution by dimension (e.g. country, brand). Run the model separately per segment.
Junk channels	Channels excluded from path analysis (e.g. “Direct”, “Other”). They are removed from journeys before processing.
Coverage	Percentage of journeys where at least one touchpoint matches a known channel. Low coverage suggests a data or channel mapping issue.

Pages

Channel Attribution

Main dashboard — removal effects, attributed revenue, and Sankey journey flows across a date window.

Journey Attribution

Per-journey and per-touchpoint credit view, powered by a pre-computed credit table.

Setup

Configure the paths table, column mapping, models, spend data, and scheduling.

Insights

Media Mix Modeling

Attribution

Multi-touch attribution

How it works

Attribution models

Markov chain

Shapley values

Key concepts

Pages

Channel Attribution

Journey Attribution

Setup

​How it works

​Attribution models

Markov chain

Shapley values

​Key concepts

​Pages

Channel Attribution

Journey Attribution

Setup

How it works

Attribution models

Key concepts

Pages