Attribution
Written by Christopher Krassnig - Founder - Kairos Exchange and ZenoX Media.
Published
- Checks in every memo8
- Automatic on day one3 of 8
- Read by handad spend and processor payouts
- Tracked ecom salesEUR 200M+ZenoX ad-management figures, not Kairos deal volume - Kairos hasn't closed a deal yet.
Attribution is the method a store uses to credit a sale to a marketing channel. It could be last click, first click, or a blended split across several touchpoints. The method changes the number a seller can claim. That is why Kairos checks ad-reported sales against the store's own order total. It does not trust the attribution model alone.
Why Kairos Checks Against Orders Instead
Every attribution model answers the same question differently: which touchpoint gets the credit for a sale someone might have made anyway. Last-click credits whichever ad a customer clicked right before buying, first-click credits whichever one they saw first, and a blended model splits the credit across several. Because the model is a choice rather than a fact, the sales figure an ad account reports can be inflated or duplicated depending on which model was picked and how conversion windows were set. Kairos does not try to referee which model is correct. It instead checks the ad account's reported sales value against the store's own order total, since a well-run account's reported sales should stay within a sane multiple of what the store actually sold, not blow past it.
Not to Be Confused With
- Conversion Rate
- Attribution answers which channel gets credit for a sale that already happened. Conversion rate answers an earlier, separate question: how many visitors became buyers in the first place.