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Crediting Concerns Report

What is it?

This feature is only accessible to specific editions or add-ons. Contact us to upgrade your account and get access!

The Crediting Insights report gives details about what happens when two given partners appear in the same conversion path. Specifically, this report shows how often and at what point in the conversion path customers tend to interact with each of the two partners, and it shows whether one partner tends to receive credit more often for the conversion.

Why is it useful?

This report helps you answer the question “Am I properly crediting all my partners for the value they drive, or are some partners receiving disproportionate credit?” If, for instance, Partner B received credit 90% of the time they appear in the same conversion path as Partner A, but Partner B’s Interaction Frequency and Range of Interaction are significantly lower than Partner A’s, you can reasonably draw the conclusion that Partner B is being overcompensated and/or Partner A is being under-compensated.

If you’re particularly concerned that a partner or a set of partners are being overcompensated at the expense of other partners or partner groups, you can set the Insights Level to either “Partner” or “Partner Group” to see crediting interaction at either level of granularity.




Partner B Involved (%)

The number of conversion paths in the selected time frame in which both Partner A and Partner B appear, divided by the number of paths in which only Partner A appears.

Partner B Involved (#)

The total number of conversions in the selected time frame towards which both Partner A and Partner B contributed.

Partner B Credited When Involved

The percentage of conversions for which Partner B received credit, out of all conversion paths that contained both Partner A and Partner B.

Partner A/B Interactions

The number of touchpoints by the partner in an average conversion path divided by the total number of touchpoints in an average path that includes the partner. For instance, if there are eight total touchpoints in the average conversion path, and Partner B has an average of two, Partner B Interactions will be 25%. NoteOnly paths that include at least one touchpoint for the relevant partner will be included in this calculation.

Partner A/B Last Interaction

The average amount of time that elapses between the partner’s last consumer touchpoint and the conversion, measured in hours.


  • You can filter data by when it was created. You can also compare two periods of time against each other.

    You can pull a maximum of 366 days of data. However, you can still perform Year-over-Year reporting by selecting compare to {Previous year}.

    If you want to pull more than 366 days of data, you will need to run the report multiple times with different date ranges.

    Data older than 2 years may be periodically archived.

  • Before attempting to interpret the data for any row, it’s best to make sure that the “Partner B Involved” value (#, not %) is average to high, relative to the other rows. A low Participate value generally means that the sample size is too low for the rest of the data on that row to have statistical significance.

  • Note that the first table row under the header row shows the sum for columns with absolute values and the average for rows with percentages. You can use this as a quick reference to see how the data in a given cell compares to the average or contributes to the sum of all other cells in that column.

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