The Attribution Panel in CJA

In Customer Journey Analytics (CJA)—a tool in Adobe Experience Platform—the Attribution Panel is a feature used to analyze how different touchpoints contribute to outcomes (like purchases, sign-ups, or other conversions) along a customer's journey.

Here's what the Attribution Panel does:

🔍 Purpose:

It allows you to apply attribution models to metrics to understand which marketing channels, campaigns, or customer interactions had the most influence on a desired result.

🧠 Key Concepts:

1. Attribution Models:

The Attribution Panel lets you apply different models, such as:

  • First Touch – gives credit to the first interaction.
  • Last Touch – gives credit to the last interaction before conversion.
  • Linear – distributes credit evenly across all touchpoints.
  • Time Decay – gives more credit to recent interactions.
  • U-Shaped, J-Shaped, Custom – more complex attribution types.

2. Flexible Application:

You can apply attribution to any metric, such as revenue, sign-ups, or other success events, and break it down by dimensions like campaign, referrer, product, etc.

3. Panel Functionality:

In CJA, the Attribution Panel is a pre-configured workspace panel that simplifies the process of applying and comparing multiple attribution models side by side—great for visualizing how different models affect the distribution of credit.

🛠️ Use Case Example:

You're trying to figure out if your email campaign or paid search contributed more to recent sales.

  • Drop "Revenue" as a metric
  • Add "Marketing Channel" as a dimension
  • Use the Attribution Panel to compare First Touch vs. Last Touch

You’ll see how much revenue is attributed to each channel under each model.

✅ Why it’s useful:

  • Helps in marketing budget allocation
  • Drives data-driven decision making
  • Enables clearer reporting on multi-touch journeys
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