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First Touch Attribution - Sum of credits does not make sense

HumlDavid
Level 2
Level 2
4 weeks ago
4 weeks ago

First Touch Attribution - Sum of credits does not make sense

Hello professionals,
I would like to get suggestion from others what could be the root cause


Scenario:

We use First Touch attribution, in implicit model. In Program Opportunity Analyser I isolated a single opportunity as an example - see attached. Opportunity has 1 contact role (should not be relevant) and linked account has 60+contacts.

 

I can see many programs have been linked to the opportunity, but when I sum the credits it just does not adds up.

  • How is it possible sum is 6? Shouldn't single opportunity credits always adds up to to 1?
  • Why some rows are included, even though their attribution is 0? Is it because those are from contacts in the account that were maybe acquired AFTER that opportunity was created?
  • If there are 60 contacts, shouldn't one credit be 1/60 = 0.017. Therefore I find associated 1.77 and 0.47 very suspicious

HumlDavid_2-1750331934987.png

 

Any advice?

Am I misinterpreting the First Touch results? Or is it a bug? 

 

 

 

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