[Enhancement] Add a "prioritise campaigns" attribution model to multi-attribution report

[SW-Vincent]

The multi-attribution report is a good way to estimate the performances of marketing action, yet there is no attribution model dedicated to marketing actions (campaigns).

Summary

"Prioritize campaigns" would be similar to "last non-direct" attribution model except the last campaign source would be prioritized over other sources.

Exemples :

• Website -> Direct = Website
• Campaign -> Direct = Campaign
• Campaign -> Website = Campaign

This raises the question of adding several "prioritize campaigns" attribution models (prioritize first campaign, prioritize last campaign, etc.) OR adding a prioritize campaign option to all exisiting attribution models (which would be more intuitive for users). Adding this kind of attribution models would allow a better ROIst point of view of conversions and a better optimisation of marketing actions.

Your Environment

• Matomo Version: Matomo Cloud

[bx80]

Thanks for the feedback @SW-Vincent, an option to prioritize campaigns during attribution sounds like a useful option. :+1:

We'd need to review the potential impact of having a user configurable attribution model, so I'll assign this to the product team for further consideration and prioritization.

[Chardonneaur]

I got a similar request today to develop this feature: https://developers.google.com/privacy-sandbox/relevance/attribution-reporting/change-attribution-logic