Summary

In the Total Impact (TI) attribution model, brand search often receives less credit than expected because it is typically not a prospecting source. Instead, credit is redistributed to top-of-funnel (TOF) channels like Meta and TikTok, which play a larger role in generating new customer demand.

Why This Happens

• Brand Search Captures Demand, Doesn't Create It

  • Customers searching for your brand are likely already aware of it due to earlier interactions.
  • TI prioritizes credit for prospecting channels that drive new customer interest.

• Reallocation to TOF Channels

  • Meta, TikTok, and other TOF sources introduce customers to your brand.
  • TI shifts credit to these channels when they contribute to the purchase journey.

• Click-Based & Survey Data Influence Attribution

  • TI incorporates click-based and post-purchase survey (PPS) data.
  • If survey responses favor a TOF channel (e.g., "I found you through TikTok"), TI increases its credit accordingly.

Example Scenario

1. A customer sees a TikTok ad but does not click.
2. Later, they search for your brand on Google and make a purchase.
3. Traditional models give full credit to Google Ads.
4. TI recognizes the initial TikTok exposure and reallocates some credit to TikTok.

How This Affects Reporting

• Brand Search May Appear Weaker

  • Google Ads may show lower attributed revenue in TI than in last-click models.
  • This doesn’t mean Google Ads is ineffective—it reflects a shift in attribution logic.

• Prospecting Channels Gain More Credit

  • TOF channels like Meta and TikTok may show higher revenue than in last-click models.
  • This better represents their role in generating new demand.

• More Holistic Attribution Insights

  • TI provides a more accurate picture of marketing performance by balancing click data and survey responses.

How to Interpret the Data Correctly

• Compare Across Attribution Models

  • Last-click will heavily favor Google Search.
  • TI distributes credit more evenly, accounting for demand creation.

• Understand the Role of TOF Channels

  • Expect Meta, TikTok, and other TOF sources to gain credit in TI.
  • Recognize their influence on later purchase behaviors.

• Use TI for a Full-Funnel View

  • TI is not meant to match last-click attribution but to show the real impact of each channel.
  • Use it to optimize spend across the entire customer acquisition journey.

By understanding how TI shifts credit from demand-capturing sources like brand search to prospecting channels that create demand, you can better interpret attribution results and make more informed marketing decisions.