Attribution Performance

Attribution performance allows you to compare measured metrics (from your ad platforms) with attributed metrics (calculated by Nexoya's attribution model). This is useful for understanding how Nexoya's attribution affects your conversion tracking.

Prerequisites

Attribution performance is only available for portfolios that have attribution enabled. If you query attributionPerformance on a non-attributed portfolio, you will receive an error.

Query Attribution Performance

This query returns the attribution performance for all attribution rules in a portfolio, including:

• The attributed funnel step - the funnel step where attributed conversions are tracked
• The measured funnel step - the funnel step where original (measured) conversions are tracked
• Attribution rules metrics - for each rule, the measured value, attributed value, and percentage change

Apollo Studio

query AttributionPerformance($teamId: Int!, $portfolioId: Int!, $period: DateRangeInput!) {
  portfolioV2(teamId: $teamId, portfolioId: $portfolioId) {
    title
    attributionPerformance(period: $period) {
      attributedFunnelStep {
        title
      }
      measuredFunnelStep {
        title
      }
      attributionRulesMetrics {
        attributionRule {
          name
        }
        value {
          measured
          attributed
          changePercent
        }
      }
    }
  }
}

Variables

{
  "teamId": 123,
  "portfolioId": 456,
  "period": {
    "start": "2024-01-01",
    "end": "2024-12-31"
  }
}

Example Response

{
  "data": {
    "portfolioV2": {
      "title": "My Marketing Portfolio",
      "attributionPerformance": {
        "attributedFunnelStep": {
          "title": "Attributed Conversions"
        },
        "measuredFunnelStep": {
          "title": "Conversions"
        },
        "attributionRulesMetrics": [
          {
            "attributionRule": {
              "name": "Google Ads Attribution"
            },
            "value": {
              "measured": 1500,
              "attributed": 2100,
              "changePercent": 40
            }
          },
          {
            "attributionRule": {
              "name": "Meta Ads Attribution"
            },
            "value": {
              "measured": 800,
              "attributed": 950,
              "changePercent": 18.75
            }
          }
        ]
      }
    }
  }
}

Understanding the Response

Attribution Metrics

Field	Description
measured	The sum of conversions as reported by the ad platform for the given period
attributed	The sum of conversions after applying Nexoya's attribution model
changePercent	The percentage difference between attributed and measured: ((attributed - measured) / measured) * 100

Interpreting changePercent

• Positive value: Attribution model assigns more conversions than the platform reports (e.g., cross-channel attribution capturing conversions the platform missed)
• Negative value: Attribution model assigns fewer conversions than the platform reports (e.g., deduplication of conversions counted multiple times)
• Zero: No difference between measured and attributed values

Combining with Regular Performance

You can query both regular performance metrics and attribution performance in a single request:

query FullPerformanceAnalysis($teamId: Int!, $portfolioId: Int!, $period: DateRangeInput!) {
  portfolioV2(teamId: $teamId, portfolioId: $portfolioId) {
    title

    # Regular performance metrics
    performance(period: $period) {
      funnelSteps {
        funnelStep {
          title
        }
        metricTotals {
          providers {
            providerId
            total {
              value
              adSpend
              costRatio
            }
          }
        }
      }
    }

    # Attribution performance
    attributionPerformance(period: $period) {
      attributedFunnelStep {
        title
      }
      measuredFunnelStep {
        title
      }
      attributionRulesMetrics {
        attributionRule {
          name
        }
        value {
          measured
          attributed
          changePercent
        }
      }
    }
  }
}