> For the complete documentation index, see [llms.txt](https://help.smartico.ai/welcome/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.smartico.ai/welcome/products/general-concepts/attribution-value.md).
# Attribution value
## **Multi-channel attribution model with time decay**
The Attribution Model is the brains behind effective marketing automation, helping to drive innovation and efficiency in your marketing strategy. The model retrospectively analyzes how credit for customer conversions should be allocated across previous touchpoints, evaluating the effectiveness of each channel and communication.
Using Smartico’s [automation tools](https://smartico.ai/real-time-marketing/), you can build marketing journeys lasting up to 30 days. The communications can include emails, SMS messaging, and pop-up messages. With all these different forms of communication, it can be hard to properly analyze your data. This is what underpins Smartico’s Attribution Model, which provides a greater purpose and clearer direction to your marketing efforts.
### **How does it work?**
[Smartico’s](https://smartico.ai/) Attribution Model uses a statistical model to determine how credit for a conversion is distributed among different marketing channels and campaigns, allowing you to have more targeted, focused marketing in your campaign delivery. The CRM module offers a new and innovative attribution model called “multi-channel attribution with time decay”.
The model identifies the campaigns users have interacted with previously, picking up on patterns such as when communications were sent and the time elapsed between engagement and conversion. Equally, it informs on campaigns that have not been interacted with to ensure that credit is given to the right areas.
The **Time Decay** algorithm calculates the elapsed time between each engagement and the deposit, progressively reducing the weight of older touchpoints. For example, an email opened one hour before a deposit receives a substantially higher share of attribution than a promotional text message delivered five days earlier.
With these insights, the model builds a clear picture of the user’s journey, including where they gained or lost interest.
### Attribution Window and Campaign Lifecycles
The attribution window evaluates touchpoints up to **30 days** prior to the deposit timestamp. Touchpoints that occurred more than 30 days before the deposit are aged out and excluded from the calculation.
Additionally, a campaign is eligible for attribution only if the player was actively in the campaign journey at the time of the deposit. If the player exited the campaign early—either by reaching a [**Stop campaign**](/welcome/products/crm-automation/activities-of-flows/activity-stop-campaign-stop-campaigns-and-another-campaign.md) activity or because the journey exceeded its configured **Max. campaign duration**—deposits made after the journey ended will not generate Attribution Value for that campaign.
Let's take an example of a player who made a $100 deposit and was part of two marketing campaigns.
**Campaign A** sent an email promotion. The player opened the mail and clicked on the promotional link in this mail.
**Campaign B** was using online web engagements to send promotions using the Popups communication channel when the player was online. It sent 2 popups and in the first one the player had a positive reaction, and in the second he had a negative reaction (closing the popup or clicking cancel).
Two campaigns acting on the player at the same time
Both campaigns were active at the time of deposit and both were converted.
The attribution model excludes negative reactions (such as closing a popup or clicking cancel) while allocating credit across eligible touchpoints, giving the greatest weight to active player actions (such as opening email 1, clicking the promotional link, and clicking popup 1), while still assigning baseline credit to passive message deliveries.
Attribution value distributed through campaigns and communication channels
After that, the attribution model is putting these actions on the logarithmic time scale that reflects the time distance from the deposit to the action.
The final deposit amount is distributed among all the actions and counted towards campaigns, communication channels, and specific resources in the label's base currency. Note that Attribution Value is only calculated for campaigns configured with monetary (deposit) conversion rules; non-monetary conversion goals (such as logins, bets, or gamification actions) do not generate Attribution Value.
### Interaction Weighting Tiers
The attribution model classifies touchpoints into four impact levels, from the highest weight to the lowest:
* **Active Interaction (Clicks):** Highest weight. The player clicked a link or call-to-action button in an email, popup, SMS, or push notification.
* **Impressions / Opens:** Medium-high weight. The player opened an email or viewed a popup on screen.
* **Deliveries:** Baseline weight. The communication was successfully delivered to the player (such as SMS or push notification), even if no active click or open was recorded.
* **Indirect Participation:** Lowest weight. The player participated in an active campaign journey without a direct interaction event.
**Negative Reactions** get zero weight: dismissals, popup closures, and unsubscribes are excluded from attribution credit.
### **How can it help you?**
The model allows you to use genuine, data-driven insights to enrich your marketing campaigns. Understandably, when outputting different marketing campaigns it’s inevitable that some will perform better than others. The secret is in what you do with this information, and the Attribution Model gives you insight into what is working the most effectively so you can make faster, smarter decisions.
This gives you space to improve on the areas that are performing less well and expand on the successful campaigns. The insights will also highlight which communication channels are providing the highest levels of engagement, giving you a clearer idea of how to distribute content.
Report on Attribution model from Data Studio
Smartico’s Attribution Model can help you excel in a variety of ways:
* Improved CRM through a better understanding of the customer journey
* Stronger engagement with campaigns
* Data-driven insights to strengthen your marketing strategy
* New leads and marketing opportunities
* Greater conversion rate
### Where to View Attribution Value
Attribution Value is accessible across multiple Back-Office screens:
* **User Profile (Campaigns Tab):** Go to **CRM > Users search**, open the [player profile](/welcome/products/crm-automation/segmentation/user-profile-page.md), open the **Campaigns** tab and set the **With Attribution Value** filter to **Yes** to view all campaigns that generated revenue for this player. The value is in the **AV. 30D** column.
* **Marketing Calendar:** In **Marketing > Marketing Calendar**, select **Attribution value** in the **Metric** dropdown to see the revenue generated by each scheduled and real-time campaign run.
* **Campaign Analytics Tab:** Open any Scheduled Campaign or Realtime Journey and click the **Analytics** tab to view attributed deposit revenue and conversion performance.
* **Campaign and template lists:** The lists of journeys, scheduled campaigns and message templates (email, SMS, push, popup, inbox) have an **AV. 30D** column: the Attribution Value of the last 30 days. It is updated about once an hour.
* **Campaign Operations Tab:** In a campaign, open **Operations > Users** and use the **With Attr. Value** filter to see the players who brought Attribution Value. In **Operations > Entries details**, a conversion row shows its **Attribution value**.
* **Campaigns log:** **CRM > Marketing > Campaigns** lists the campaign entries of all players, with the same **With Attribution Value** filter and **AV. 30D** column.
### **What makes it different?**
The multi-channel model goes over and above, telling you more than just if users have been converted or not, but rather when and where this has taken place.
Simple stats around where deposits have been placed are not truly insightful, but understanding the time elapsed between campaign engagement and conversion is what gives you a competitive edge in driving your marketing strategy to the next level.
With unified reporting, you can enjoy having a holistic view of your marketing campaigns and their success. Smartico’s [Data Studio](https://smartico.ai/data-studio/) will present you with everything you need to know about your customer’s journey so you can analyze the key touchpoints. Here, you can determine where and how the deposit weights are distributed across different channels — and where to take it from here.
## Frequently Asked Questions (FAQ)
### What is the attribution lookback window?
The model evaluates player touchpoints up to **30 days** prior to a deposit event. Any communications sent or interacted with more than 30 days before the deposit timestamp are excluded from the calculation.
### Can a campaign receive Attribution Value if the player did not click or open the communication?
Yes. The model accounts for passive message deliveries (such as SMS and push notifications delivered without an open or click) and assigns them baseline attribution credit. However, active clicks and opens carry significantly higher weights in the time-decay calculation. Only negative actions (such as closing a popup or unsubscribing) receive zero attribution.
### Why is the Attribution Value for a user in a campaign report lower than our minimum deposit amount?
Because Smartico uses a multi-touch attribution model. When a user interacts with or receives communications from multiple campaigns before making a deposit, that single deposit is divided proportionally among all contributing campaigns according to their interaction weights and recency. For example, if a player deposits $50 after engaging with three campaigns, the $50 is split among them, so an individual campaign may receive $5, $15, or $30.
### Why does a campaign show Converted Users in the funnel but $0.00 Attribution Value?
Attribution Value is only calculated for campaigns configured with monetary (deposit) conversion rules, such as "Deposit Approved". If a campaign uses a non-monetary conversion goal (such as Casino Bet, Sport Bet, Login, or Mission Completed), the campaign successfully tracks converted users in the journey funnel, but generates $0.00 Attribution Value.
### What is the difference between "Attribution Value" and "Total Conversion Deposit Amount" in Campaign Analytics?
Attribution Value is a weighted, fractional calculation that divides deposit revenue across all campaigns the player engaged with within the lookback window. In contrast, Total Conversion Deposit Amount is a direct, unweighted sum of deposits made by players whose specific campaign conversion event was an approved deposit.
### Does Attribution Value apply if a user's journey was stopped before the deposit?
No. A campaign is only eligible to receive attribution credit if the user was actively in the campaign journey when the deposit occurred. If the journey ended before the deposit—either via a Stop Campaign node or because the journey exceeded its maximum duration—the campaign will not receive Attribution Value for that deposit.
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