Attribution

You can use Yandex Metrica to set up attribution by clicks (by click-throughs). This setting helps you pinpoint the traffic source and find out which of the sources resulted in a conversion. In other words, it helps find the most effective sources.

Yandex Metrica can produce attribution taking into account all the devices a user accessed the site with. This helps you more accurately identify the source of a conversion. Crypta technology allows us to factor a user's entire history of sessions and actions on different devices into the report.

When making a report, you can use information about multiple sources for each user:

• First cross-device click.
• Last click.
• Last non-direct cross-device click.
• Automatic attribution.

For the "First cross-device click" and "Last non-direct cross-device click" models, Yandex Metrica takes information from the user's session history across their devices.

Let’s look at an example:

A user clicked through to the site from search results, viewed a few pages on the site, and left. The user returned to the site later, but this time from a Yandex Direct ad. Then later on from a social network ad. Some time later, the user entered the site’s address into the browser and completed an order (this is the moment of conversion). As a result, the user had four separate sessions on the site.

To pinpoint the referral source, we must use an attribution model. Sessions are distributed differently by source depending on the model.

Session / Model	Last click	First cross-device click	Last non-direct cross-device click	Automatic attribution
1	Search	Search	Search	Search
2	Yandex Direct	Search	Yandex Direct	Yandex Direct
3	Ads	Search	Ads	Yandex Direct
4	Direct traffic (hit)	Search	Ads	Yandex Direct

Last click

In this model, Yandex Metrica detects the source for each session at the current time, without using the session history. In the example, the user had four sessions, each with its own source.

The model can be used for a technical analysis of your site. For example, to find pages without a tag code using internal traffic analysis.

This model is applied for correct data comparison in reports between Yandex Direct and Yandex Metrica.

Last non-direct click (cross-device)

This model lets you calculate the conversion rate more precisely. All sources can be roughly classified as direct or non-direct in terms of conversion rate.

In this case, sessions from direct sources are attributed to a previous non-direct source, allowing you to better measure their performance.

In our example, the sources of the first three sessions are non-direct (search, Yandex Direct, and ads). The source of the last session is direct (direct traffic). Therefore, this session is attributed to the third significant source: ad traffic.

This attribution model gives you reliable results for sites with fast conversion that occurs during a single session.

First click (cross-device)

This model is used for sites with deferred conversion: when it takes a user a long time to make a decision about a purchase (or another goal) and they may go back to the site from different traffic sources several times while thinking it over. You can also use this model if you need to know which source attracts the most new users to a site.

This model uses the user history: the source of the very first session. All of the user’s subsequent sessions are attributed to the first source. In the example, the user's first session was from search results.

Automatic attribution

Automatic attribution is guided by both traditional algorithms, like detecting cross-device conversions, and new technologies and methods, like using anonymized data to identify households.

To display in Yandex Metrica reports statistics taking into account automatic attribution, enable the Attribution → Automatic attribution option.

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