Selecting the gear icon next to a metric lets you specify the metric type and the attribution model.
|Standard||These metrics are the same metrics used in standard Analytics reporting. If a formula consisted of a single standard metric, it displays identical data to its non-calculated-metric counterpart. Standard metrics are useful for creating calculated metrics specific to each individual line item. For example, [Orders] / [Visits] takes orders for that specific line item and divides it by the number of visits for that specific line item.|
|Total||Use the total for the reporting period in every line item. If a formula consisted of a single total metric, it displays the same total number on every line item. Total metrics are useful for creating calculated metrics that compare against site total data. For example, [Orders] / [Total Visits] shows the proportion of orders against ALL visits to your site, not just the visits to the specific line item.|
In July 2018, Analytics introduced Attribution IQ, which revised the way allocation models in calculated metrics are evaluated. As part of this change, calculated metrics that use a non-default allocation model were migrated to new improved attribution models:
In July 2018, Adobe changed how linear allocation is reported for Calculated Metrics. This change impacts Analysis Workspace, Ad Hoc Analysis, Reports & Analytics, Report Builder, Activity Map, and the Reporting APIs. The change primarily impacts eVars and other dimensions that have persistence. Note that these changes apply only to calculated metrics and do not impact other reports using linear allocation (such as the Pages report in Reports & Analytics). Other reports using linear allocation will continue to use the existing method of linear allocation.
The following example illustrates how calculated metrics with linear allocation will change in reporting:
|Hit 1||Hit 2||Hit 3||Hit 4||Hit 5||Hit 6||Hit 7|
|Data Sent In||PROMO A||-||PROMO A||PROMO B||-||PROMO C||$10|
|Last Touch eVar||PROMO A||PROMO A||PROMO A||PROMO B||PROMO B||PROMO C||$10|
|First Touch eVar||PROMO A||PROMO A||PROMO A||PROMO A||PROMO A||PROMO A||$10|
|Example prop||PROMO A||-||PROMO A||PROMO B||-||PROMO C||$10|
In this example, the values A, B, and C were sent into a variable on hits 1, 3, 4, and 6 before a $10 purchase was made on hit 7. In the second row, those values persist across hits on a last touch visit basis. The third row illustrates a first-touch visit persistence. Finally, the last row illustrates how data would be recorded for a prop which does not have persistence.
There are some differences in how linear attribution works between these two tools:
Prior to July 19, 2018, linear attribution was calculated after first touch or last touch persistence has already occurred. This meant that for the last touch eVar above, the $10 would be distributed as follows: A = 10 * (3/6) = $5, B = 10 * (2/6) = $3.33, C = 10 * (1/6) = $1.67.
For the first touch eVar above, all $10 would be given to A. For the prop: A = 10 * (2/4) = $5, B = 10 * (1/4) = $2.50, and C = 10 * (1/4) = $2.50. To summarize linear allocation as it worked previously:
|Values||Current Last Touch eVar||Current First Touch eVar||Current Prop|
Summary of how linear allocation works as of July 19, 2018
After July 19th, we corrected this behavior in calculated metrics. Instead of using the persisted values based on last touch or first touch, Analytics now uses only the values that were passed in (the first row of the top table). As such, the dimension allocation settings no longer impact the way linear allocation is calculated (meaning props and eVars will be treated in the same way), and the results reflect what was originally passed in rather than the first or last touch values that may have persisted. So, in all three cases, A = 10 * (2/4) = $5, B = 10 * (1/4) = $2.50, and C = 10 * (1/4) = $2.50.
|Values||New Last Touch eVar||New First Touch eVar||New Prop|