Get started with Dreamdata
What is Dreamdata? [VIDEO]
Setting Up Dreamdata
How to set up Dreamdata Web tracking (analytics.js) manually
How to set up up Dreamdata web tracking (analytics.js) using Google Tag Manager
How to track forms adding the auto-identify script via Google Tag Manager.
The Onboarding Process
Onboarding process for free customers [VIDEO]
Onboarding for paying customers [VIDEO]
How to invite your colleagues to Dreamdata
How to validate your data
Setup Content Reporting
Content Performance - Dashboard Options
What KPI should you use to measure the effect of B2B content?
Measuring influenced pipeline for B2B content - the true conversion metric
What content generates pipeline?
Which channel performs best for different content?
Return on Ads Spend (ROAS)
Google Search Ads
Google Display Ads
Performance vs. Revenue attribution: A guide on when to use what
Triblio ABM platform
Setting up Facebook Ads
Setting up AdRoll
Setting up Twitter Ads
Setting up Bing Ads
Setting up LinkedIn Ads
Setting up Google Ads
Setting up G2
Setting up Capterra
Import fixed cost data using Google Sheet
Import Events data using Google Sheet
Import cost data using Google Sheet
Setting up Outreach
Setting up Zapier integration & Zaps for Lead Ads
Setting up Google Search
Setting up Intercom
LinkedIn Offline Conversion (CAPI)
Google Ads Offline Conversion
Google Ads Offline Conversion: Salesforce vs Dreamdata
Google Ads Offline Conversion: Hubspot vs Dreamdata
Connect to AWS Redshift using AWS Glue
Connect your Dreamdata data to Snowflake
Connect your Dreamdata data to Amazon Redshift
Guides for Looker Studio Reporting
Getting Started with Looker Studio Templates
Google Connected Sheets
Setting up Data Export to BigQuery of CRM Properties
Company Data Enrichment
Reduce impact from ad-blockers and Apple ITP 2.x
Pardot iframe form tracking
Tracking using Sleeknote or Drift
How to track your emails?
How does Dreamdata track all relevant on-site customer data?
Tracking Hubspot Forms with auto-identify script
Server Side Analytics APIs
URL query parameters
Tracking iframes with auto-identify script
Tracking SPAs (Single Page Applications)
Across domain & device tracking
Advanced Identification of users and companies
Tracking Dynamics 365 Marketing Forms
Setup Guide: All Salesforce Opportunities entering specific Stage
Setup Guide: All Microsoft Dynamics Opportunities in a specific Stage
Setup Guide: All Pipedrive Deals entering specific Stage
Setup Guide: Creation of Opportunities/Deals
Setup Guide: Tracked sign-up events
How Dreamdata Handles Currency Exchange in Stage Models
Setup Guide: All Hubspot Deals entering specific Stage
Stage Models - Customization
Learn more about the 'Branded Search' filter
CRM-Based Channel and Source in the Absence of Tracking Activity
What is a company?
Some of my deals are flagged with "Unknown". What does it mean?
Data retention and deletion
How is anonymous traffic linked to companies?
Can I exclude content or websites from being tracked?
Influenced vs Attributed Leads and Value
Understanding the Difference: Conversions vs. Stages
What does Visitors, Contacts and Companies mean?
What is a session?
Roles and Permissions
What is the reporting Time Zone?
Why are my dashboards empty?
Referral Guide and UTM tracking
Intro Template for your new clients
Ideal Customer Profile
Co-marketing and account mapping
Quick learning videos!
Find the content that generates most pipeline
How to set up content categories on Dreamdata
Do you know how your company is generating money?
How to see the value of B2B Google Ads in pipeline and revenue generated
How Content Analytics tracks the influence of content of pipeline and revenue
How to easily build a retargeting audience with Dreamdata
Are you using G2?
Performance vs. Revenue Analytics reports- when to apply them best!
What attribution really is and why you should care!
Helping BDRs break through to the hottest accounts
Dreamdata Content Analytics: Discover the real value of your content
Do you know which of your Marketing activities had the biggest impact on pipeline and revenue?
Which of your emails produce pipeline and revenue?
See the value of SEO in pipeline and revenue generated
How to cut the cost of your Google Search Ads
Updated by Mikkel Settnes
What is it?
In addition to the pre-defined attribution models, you can create custom rule-based attribution models. Taking complete control over how credit is attributed between different type of sessions.
When should I use it?
Customisation of attribution models have two main functions:
- Exclusion of specific sessions from receiving credit or design a hierarchy of how the attribution model assigns credit.
- Creation of models with a specific focus or rules designed specifically to more complex funnels.
Customisation of attribution models is done through defining Attribution groups and assigning each of such groups a weight-%.
An Attribution group is a group of sessions based on pre-defined rules. We use these groups to define the attribution model defining which sessions should receive credit and which should be excluded and not receive credit
A session can be part of multiple attribution groups.
The final credit awarded to a session is the sum received from each group the session is part of
For customers with Hubspot as a primary CRM, a group can also be restricted to sessions from people attached to the Deals object. This group will then only receive credit when attributing towards a stage based on the Deals object
Any attribution model (both custom and standard) consists of a number of attribution groups. Each group has an assigned credit % defining how much of the total credit this group will get. The sum of the % for each group cannot be more than 100% in any attribution model.
Once a group is defined with an overall weight %, we can define how to distribute credit within that group: weight sharing.
Weight sharing within a group can be defined in the following ways
- First session: all is given to the first session of the group
- Last session: all is given to the first session of the group
- Equal: credit is assigned equally to each session of the group
If a group with a weight of 30% contains N sessions, each session will get 30/N % of the total credit.
- Channel-based: credit is assigned equally among channels in the group
Channel-based group sharing will share (30 % / 2 = ) 15% between the 5 Organic Search sessions. Giving (30 % / 2 / 5 =) 3 % of the total credit to each Organic Search session in the group. The session from Paid Social will receive (30 % / 2 / 1 =) 15 % of the total credit.
In this way any attribution model can be build by defining attribution groups with different weight-%.
If the weight of each group does not add up to 100%, the remaining will be distributed according to a fallback model. A fallback model is any of the standard rule-based models: First touch, Last touch, Linear, W-Shaped, U-Shaped.
Likewise, if a group is empty for any given journey, the credit of that group also gets attributed according to the fallback model.
Detailed Example: A W-Shaped attribution model can be build using 3 attribution groups and a Linear fallback.
Group A: contains all sessions of the journey - credit within the group is given to the first session
Group B: a group containing all conversions - credit within the group is shared equally
Group C: contains all sessions of the journey - credit within the group is given to the last session
In addition to the filters defining what to include in an attribution group. We can also set exclude conditions defining if sessions should be excluded.
Exclude conditions take precedence over include conditions ie. if an attribution group is defined as all conversion events, excluding the channel 'direct' will exclude a conversion event with the channel 'direct'.
You can add as many exclusions to groups as needed. A session only need to be part of one exclude group to be considered excluded.
A session can be part of multiple attribution groups.