This document outlines the key updates and improvements to the Source Medium Multi-Touch Attribution system. We regularly enhance our attribution capabilities to provide more accurate insights and better reporting.

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Version 1.34 - Linear Attribution Deduplication

We’ve significantly improved how linear attribution handles repeated touchpoints to provide more accurate marketing effectiveness insights.

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What Changed

Linear attribution now uses session-based deduplication to ensure each unique marketing contribution is counted only once per user session. This prevents over-attribution when customers interact with the same channel multiple times in a single session.

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Before vs. After Comparison

Scenario: Customer visits your site 3 times via Facebook ads in one morning session
  • Each visit counted as a separate touchpoint
  • Linear credit: 1/3 + 1/3 + 1/3 = 100% to Facebook
  • Result: Over-attribution to repetitive touches

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Impact on Your Data

Expected Changes: Linear revenue will typically increase by 20-60%. This is correct behavior - the attribution is now more accurately distributed among unique contributions rather than being diluted by repeated touches.
  • First Touch Attribution: No change
  • Last Touch Attribution: No change
  • Linear Attribution:
    • Revenue per channel may increase significantly
    • Fewer touchpoints receive attribution credit
    • More accurate representation of marketing effectiveness

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Technical Details

For data analysts and technical users:
  • Deduplication uses event_user_session_id to identify unique sessions
  • New flags is_first_occurrence_* indicate which touches receive attribution
  • Multipliers now calculated on unique_dimension_value_count instead of total touch count
  • Available for all dimensions: marketing channels, ads, campaigns, ad groups, landing pages, and email/SMS
Learn more in Advanced Documentation →

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Version 1.20 - Brand Campaign Inclusion

Brand campaigns are now included in reporting without receiving attribution credit. This allows you to:
  • View brand campaign performance metrics alongside non-brand campaigns
  • Filter brand campaigns in dashboards while seeing platform data
  • Access complete campaign metadata for reporting purposes
This change provides better visibility into your brand campaigns while maintaining the attribution integrity of non-brand marketing efforts.

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Version 1.18 - Enhanced Channel-Level Performance Data

We’ve improved the attribution system to include comprehensive channel-level performance metrics alongside ad-level data:
  • Channel performance metrics now include previously unattributed data
  • More accurate representation of total marketing performance by channel
  • Consistent reporting between ad-level and channel-level analyses
This enhancement provides a more complete picture of your marketing channel performance while maintaining detailed ad-level attribution.

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Version 1.12 - Dedicated Email/SMS Attribution Dimension

Email and SMS marketing now have their own dedicated attribution dimension:
  • Separate tracking for email and SMS marketing performance
  • Message ID extraction for precise campaign attribution
  • Improved display format showing “[Channel][Type] Name” (e.g., “[Email][Flow] Welcome Series”)
  • Intelligent flow/campaign detection for better readability
  • Connection to message performance data for comprehensive analysis
This dedicated dimension provides deeper insights into how your email and SMS campaigns contribute to your marketing success.

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Version 1.08 - Attribution Model Refinement

We’ve refined how the attribution system handles Email/SMS channels:
  • Email/SMS channels no longer receive credit in first touch and linear attribution models
  • Email/SMS can still receive last touch attribution for specific customers
  • Credit previously given to Email/SMS is now distributed to other marketing channels
  • More accurate representation of how customers discover your brand
This change provides a more balanced view of which channels are truly driving initial discovery versus conversion.