Data-Driven Attribution

Data-driven attribution tells you which parts of your site lead visitors to your goal. The goal can be a purchase, a signup or any other event. StatJolt gives each touchpoint a share of the credit. For example: reviews tab 31%, size guide 18%.

Now you know where to put your time and money.

What is a touchpoint?

A touchpoint is one thing a visitor sees or does before the goal. StatJolt uses three kinds:

• Pages. For example /pricing or /size-guide.
• Traffic sources. The referring site (for example google.com) or the UTM source of a campaign.
• Events. Form sends, file downloads, your custom events and clicks on elements you mark. See below how to mark an element.

How StatJolt calculates the credit

StatJolt uses the Shapley method from game theory. It checks every mix of your touchpoints. For each mix it takes the conversion rate of the visitors who saw only those touchpoints. Then it measures how much the rate goes up when one more touchpoint joins the mix.

The average of these changes is the credit of that touchpoint. Positive and negative values share one 100% together.

A touchpoint can also get a negative value. Visitors with it convert less often. These touchpoints show up in a separate table: Linked to fewer conversions. Treat it as a place to look, not as proof. A help or contact page often lands there only because people with problems visit it.

The Change column compares the credit with the previous period. It shows the change in percent.

Set up a report

1. Open Attribution in the menu of your website.
2. Click + New report and choose your goal. The goal is a page (for example /thank-you) or an event (for example a form send). StatJolt names the report after the goal.
3. StatJolt suggests the 12 touchpoints that show up most often for visitors who reach the goal.
4. Remove the ones you do not need. Add others from the list. You can use up to 12. You can also rename the report here.
5. Click Save.

You can make more reports for different goals. For example one for purchases and one for newsletter signups.

Track clicks on any element

Some parts of a page are not links or forms. A tab, a size guide pop-up or a video play button are examples. Add a data-statjolt attribute to the element and give it a short name:

<button data-statjolt="reviews-tab">Reviews</button>

StatJolt then records each click as an Element clicked event with that name. You can pick it as a touchpoint or as a goal. No other code is needed. Use short names and never put personal data in them.

Send an event from JavaScript

Sometimes you cannot add a data-statjolt attribute. Your site builder may not let you change the HTML. Or the action is not a click. A finished video is an example. Then send the event from your own JavaScript:

if (window.statjolt) statjolt('event', 'video-finished');

The if part stops errors when StatJolt does not load. An ad blocker can cause this.

You can also send more details. All of them are optional:

if (window.statjolt) statjolt('event', 'purchase', {
  event_label: 'Black T-shirt M',
  event_category: 'shop',
  event_value: 29.90,
  event_currency: 'EUR'
});

• event_label: a short text about the event. Up to 500 characters.
• event_category: a group for your events. Up to 100 characters.
• event_value: a number. For example the order total.
• event_currency: a 3-letter currency code. For example EUR.

The event name can be up to 100 characters. You can pick the event as a touchpoint or as a goal. The same rule applies here: never put personal data in the name or the details.

How many conversions do you need?

The report works best with at least 50 conversions in the selected period. Below that the shares are mostly chance. The same rule applies to the Change column. If the previous period has fewer than 50 conversions, the column stays empty.

Is your business new? Then count a product view as a conversion. Later you can set better goals like adding to the cart or a completed purchase. This way you reach 50 conversions sooner.

Other limits

StatJolt uses no cookies. It links the visits of one person with a daily code. The code changes at midnight. The report sees only what a visitor did on the day of the goal.

It works best where people buy on the same day. Fashion, beauty products, food orders, tickets and digital products are good examples. For expensive products with long research the report misses the visits from earlier days. Cars, furniture and B2B software are examples.

Conversion possibilities

Say people who open your size guide buy more often. StatJolt gives the size guide a high share, for example 18%. This does not mean that the size guide makes them buy. Maybe these people already wanted to buy. That is why they checked their size.

A high share means that a touchpoint goes together with more sales. It does not prove that it causes them. The report shows you where to look. A test shows you what really works.

Use the report this way:

• Start with the highest share. This touchpoint is your best place to start.
• Make it easier to find. Put the size guide link next to the Add to cart button. Or show it on more product pages.
• Change one thing at a time. If you change many things at once you will not know which one helped.
• Give it time. Wait until the new period has at least 50 conversions. Then compare your sales with the period before the change.
• Keep what works. If sales go up, the size guide really helps. Then do the same with the next touchpoint.
• Look at the other table too. A page in Linked to fewer conversions can show where visitors give up. Fix that page and test again.

Note: contact and help pages can end up in the Linked to fewer conversions table. People with a problem visit them. That looks bad, but these pages actually help your visitors. Trust your gut when you decide what to test.

Try it on your site

StatJolt is 0 EUR to use until 2027, at any amount of traffic. Create your account, add two lines of code and set up your first report.