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What is an attribution model?

Attribution models in Dema determine how revenue and performance metrics are attributed across campaigns, channels, or touchpoints. Selecting the right model helps you analyze the effectiveness of your marketing efforts based on your business objectives.
An attribution model does not affect the raw data but only influences how revenue is attributed in your reports.
Learn more about attribution models in Dema →

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Setting your attribution model

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Selecting an attribution model

  1. Open your report in Dema.
  2. In the right-hand panel, click See additional information under the Attribution section.
  3. Choose from one or multiple attribution models:
    • Dema MTA (Multi-Touch Attribution): Our proprietary model designed to give an accurate, data-driven distribution of revenue.
    • Linear: Distributes revenue equally across all touchpoints.
    • Last click: Attributes all revenue to the last touchpoint before conversion.
    • Ad platform: Uses the attribution logic provided by the ad platform (e.g., Meta or Google).
Ad platform attribution data is available the day after, as it relies on data fetched directly from the platforms.

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Customizing your metrics with attribution models

You can apply attribution models to specific metrics:
  1. Click on the Metric dropdown in the report view.
  2. Use the checkboxes to select which metrics you want to see for each attribution model.
  3. Selected attribution models will create separate columns for the metric, clearly labeled with the model name.
If you select “Gross sales” for all four models, your table will include separate columns for:
  • Gross sales (Dema MTA)
  • Gross sales (Linear)
  • Gross sales (Last click)
  • Gross sales (Ad platform)
If no attribution model is selected, Dema MTA is used by default.

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Limitations and considerations

  • Metric availability: Not all metrics are compatible with all attribution models. For example, New customer % relies on order data captured via Dema’s tracking and ecommerce integrations and is therefore not available to combine with Ad platform attribution.
  • Data delays: The Ad platform attribution model reflects data fetched from the platforms and may not show same-day results.
  • Analysis precision: Using multiple attribution models for the same metric can provide valuable insights into how different models interpret your data.

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Best practices

  • Use Dema MTA for a balanced, data-driven view of revenue distribution.
  • Select multiple models to compare performance across attribution methods.
  • Leverage Ad platform attribution to align your reports with platform-reported metrics.
  • Regularly review attribution settings to ensure consistency with your business objectives.
To better understand how attribution models influence your reports, experiment with different models for key metrics like Gross sales, ROAS, and Marketing spend.