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updatedAt: 2025-02-23T10:51:23.000Z
agentTools:
  projectIndex: https://triplewhale.readme.io/llms.txt
---

# Why Does Brand Search Lose Credit in Total Impact (TI), or Why Might Another Channel Get More Credit Than Expected?

# 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.