Multi-Touch Attribution Release Notes

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 1.20 - 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.