Examples of attribution models configuration in Ringostat end-to-end analytics

Alina Ostapenko
19.12.20192,358 views 18

We continue to discuss end-to-end analytics that has recently appeared among Ringostat’s functionality. We have already mentioned before that it is so flexible in the configuration that you can set any attribution model. That’s why you are not attached to the basic settings and have an opportunity to customize end-to-end analytics depending on your needs. In this article, we will show you how to set the most popular attribution models.

Examples of attribution models configuration in Ringostat end-to-end analytics

Attribution is the rule according to which the value of the conversion divides to separate touchpoints with the brand. On its basis, the analytical system defines the channel that was instrumental during the reaching of the goal. We recommend you to read a useful article on the topic: “In brief: discover attribution models in three minutes”

The contribution of a particular channel to the conversion will be estimated directly depending on the model that you will set. Thus, attribution models have to be set only after you discover in details your sales funnel, as well as stages that your customer is going through before the purchase. Otherwise, you can choose a model that won’t fit your business processes. 

Ringostat end-to-end analytics allows you to set any attribution model. From the classic that is used in web analytics systems, up to the custom one. In this article, we will discover the configuration of basic attribution models.


First of all, go to Ringostat account, choose the Integration section and CRM that you use. Scroll the page down up to the EEA (end-to-end-analytics) block. There you will find the “Weight settings” block where you will find stages of the sales funnel. Both default and the ones you set are displayed. There is the trash icon next to the second one, as it is possible to delete them anytime. You have to set the weight according to the attribution model that is interesting for you. To do so, you only need to follow easy settings that are described below.


1. First interaction attribution model

This model attributes all the weight to the first stage of your sales funnel. Then the source that drove a visitor to the website for the first time will be counted as in the “First interaction” model. Simply put, any number next to the “First visit” status. Other states have to have 0 weight:

First interaction attribution model: weight settings

This attribution model will be used in the following cases.

  1. If you are only entering the market and your company is unknown. It is the right choice for campaigns that are launched for brand awareness, for example, display advertising, etc.
  2. To launch brand activities. In this case, the most important thing is the source of the first interaction with your company.
  3. To monitor the growth of interest to your brand.


2. Last Non-Direct Click attribution model

In this model, 100% of the conversion value is assigned to the previous transfer to the website that was made before the direct one. By the way, Ringostat uses the same model to define the ad source of the call. Put 1 next to the last stage of the deal in the end-to-end analytics settings and assign 0 to other stages:

Last Non-Direct Click attribution model: weight settings example


3. Linear attribution model 

To configure this attribution model, you need to set the time decay that is equal to 0.

We set the same weight to all stages in this model. For example, put 1 next to each status and time decay that is equal to 0. It is required as we are interested in equal distribution of the sum of the won deal by each traffic source.

Linear attribution model: weight settings

When it is better to use this model? If you have a long sales cycle and a user have to be “warm-up” with the advertising activities on each stage before the final decision about the purchase.


4. Position Based attribution model  

To configure this attribution model, you need to set the time decay that is equal to 0.

The most significant weight, in this case, is assigned to both the first and last stages. Put 1 next to the first and the last status and 0 next to the other ones. The sum of the won deal will be divided between the sources of the first and the last stage:

sources of the first and the last stage

In which case, you need to prefer this model? If it is crucial for you to understand the channel that initially interested the customer as well as the one that drove him to the target conversion. Such a model is rather popular and is suitable for almost all business niches.


5. Time Decay attribution model

To configure this attribution model, you need to set the time decay that is equal to 0.

Initially, the “time decay” term comes from this attribution model in Google Analytics. It is the time that slowly changes the value of interaction. In this model, we make this period equal to 0. Then we distribute the weight from the lowest to the highest one. Thus, the closer is the conversion, the more value receives the source that led to the transfer that was made before the purchase. It is enough to put numbers on a graduated scale to configure such a model. The highest value has to receive the “Won” stage:

highest value has to receive the Won stage

It is better to use this model for short term or one-time ad campaigns. For example, the ones that are devoted to promotions or holiday sales. Thus, you will see sources that performed better exactly in days of such activities.


6. Event-driven attribution model

To configure this attribution model, you need to set the time decay that is equal to 0.

This is the attribution model based on data. To set this model, you have to analyze all the interaction chains of the customer with the brand. As well as the probability of the conversion making, depending on the set of buyer actions. Let’s say you are working in a sphere where the prepayment is almost 100% probability of the closed deal. In this case, you assign the maximum weight exactly to this stage. Other ones receive a weight according to the importance of the role that is played by a specific stage in the final sales:

Weight settings example

This model may be called universal, as it is suitable for almost all tasks. That’s why it can be used by any business, whatever goals have launched advertising activities.



As you may see, there’s nothing complicated in the attribution model configuration. Moreover, Ringostat tech support is always ready to provide you with advice. Don’t know which attribution model is the most suitable for your business processes? Text us in chat or leave a comment under this article so our specialists will help you to find a suitable variant.

No matter which attribution model you will choose, it is crucial to thoroughly analyze your business processes and have a clear understanding of your sales funnel creation. After a few minutes of settings, our end-to-end analytics will count everything for you and show the value that was brought by each advertising channel.

  • The

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  • The

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  • Timmoxa Strahinaher

    На редкость хорошее, толковое изложение информации. Автору – большой респект.

    • Olga Feoktistova

      Рады, что эта информация оказалась полезной для вас)

  • Dis

    SIP это не протокол голосовой (и вообще какой то связи). Это сигнальный протокол. Он лежит “над” передачей самого звукавидео. Проводя ваши аналогии, все равно что сказать “У меня ноутбук Windows”

  • Рекс Тирекс

    на фотке красный и оранжевый не на месте, а значит и вся статья не достоверна…

    • Vlady

      Шутки шутками, но оранжевый и жёлтый по уму надо бы поменять местами :)

  • Константин

    А можно ли подсоединить обычный телефон к SIP-телефонии?

  • test


  • Denis Vorotnyuk

    SIP-протокол не является протоколом передачи данных. Он осуществляет установление и разрыв сеансов связи между IP-телефонии. Skype не использует SIP-протокол.

  • Елена

    Сэкономить в капиталистическом государстве не возможно – это абсурд. И смените (удалите из темы), пожалуйста, фразу “для чайников” обидно, что вошла эта фраза в привычку сказанная каким-то дураком и подхваченная вами !

    • Olga Feoktistova

      Елена, про “чайников” согласны с вами. Что касается экономии, то в статье описано, что вы экономите по сравнению с ситуацией, когда приходится тянуть кабель и т. д. Это действительно дороже.

      • Елена

        Спасибо Вам за понимание, так читать Вас на много приятнее !

  • Сергей Бакин

    Ольга, спасибо за статью.
    Для меня остался “не отвеченным” такой момент – Если менеджеру sales со своего sip-устройства нужно позвонить на телефон(устройство) который не использует sip-протокол – сможет ли он это сделать?

    • Полина

      Спасибо за ваш вопрос!
      Да, конечно, с sip-устройства можно звонить на любой номер

  • Alexander Alexandrov

    Получается, что звонить можно только тем,у кого установлена SIP-телефония. Какое же это преимущество. Вот я сейчас звоню тем, кто даже не слышал о SIP-телефонии. И устанавливать ее они не будут. Так что преимуществ не вижу.

  • Alexuc

    Я сейчас пользуюсь оператором Киевстар. Этот оператор самовольно переводит на более дорогой тариф, объясняя это увеличением интернет-трафика. Но я пользуюсь интернетом только через компьютер.
    Сколько стоит перейти на SIP-телефонию и какой тариф? Сохраняется -ли мой номер на Киевстар?

    • Oleksandr_Maksymeniuk

      Спасибо за вопрос. Если вы бизнес-клиент, то Киевстар переводит для них обычные номера в SIP-формат. Если нет — рекомендуем перевести номер на другого оператора и подключить к Ringostat. Обратитесь к нам в чат, и мы подскажем.

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