At this step, you need to choose which channel grouping representing a custom grouping should be used for the specific attribution model configuration. You can also apply additional settings for each channel within the channel grouping. These settings will be unique to the specific attribution model you are currently setting up.
1. Select a channel grouping
Select a channel grouping from the dropdown menu.
Channel grouping represents a custom grouping for marketing channels and is used to group data into logical categories to support better decision-making. It is important to note that channel grouping needs to be defined before you start setting up an attribution model. You can learn more about how to set up a custom grouping here.
In the dropdown, you may see channel groupings in a different format:
There is a certain dependancy between a channel grouping and an attribution model. Let’s look at the example:
1. The channel grouping is greyed out, meaning you can see its name but cannot select it. This is because the data sources used within the channel grouping and the data sources selected for the attribution model are different and do not match each other.
In the screenshot above, the channel grouping Funnel Grouping (Precis starter report) is greyed out because it uses the Facebook data source, which is not used in the attribution model.
2. You can select a channel grouping here, but not all data sources match between the channel grouping and the attribution model configuration. Non-matched data sources will be greyed out and will not be included in the attribution modeling.
In the screenshot above, the channel groupings Market Grouping (Precis starter report) and Channel Grouping (Precis starter report) can be selected, but they only have three data sources that match between the channel grouping and the attribution model: Google Analytics 4, Google Adwords, and TikTok.
3. You can select a custom grouping here, and all data sources match between the channel grouping and the attribution model configuration.
In the screenshot above, the channel grouping Copy of Channel Grouping can be selected, and all data sources match between the channel grouping and the attribution model: Google Analytics 4 and Google Adwords.
2. Advanced settings for the channels within the selected channel grouping
In the advanced settings, you have the option to adjust the Expected ROI Deviation. This setting lets you indicate how much you expect a channel’s Return on Investment (ROI) to differ from the norm. If you anticipate that a channel will perform below average, set a lower value; if you expect it to perform better than average, set a higher value.
By default, all channels are expected to perform at normal ROI levels. Adjusting these settings can be especially helpful if you’re aware of tracking issues in your data or have conducted tests showing that the default attribution doesn’t fully capture a channel’s true performance. This feature allows you to influence the model results based on your own insights, knowledge, or test findings.
To adjust the expected ROI deviation you:
1. Go to the "edit" mode for the attribution config.
2. Scroll down to Channel grouping and press advanced Settings.
3. Select the channel you want to change the Expected ROI Deviation for (If not changed previously, the "Expected ROI Deviation" is always set to ROI is expected to be at normal levels).
4. Use the slider to select the Expected ROI Deviation and press save.
5. Once the Attribution config is saved as well the Attribution model is now recalibrated, taking the updated Expected ROI Deviation into consideration.