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. The positive credits add up to 100%.

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. The number there uses the same total as the credits. 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.

Next to the credit you see the In conversions column. It shows how many conversions had that touchpoint. A page can be in almost every conversion and still get little credit. That means buyers and non-buyers see it just as often.

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. Give the report a name and choose your goal. The goal is a page (for example /thank-you) or an event (for example a form send).
3. Click Next. 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.
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.

How many conversions do you need?

The report needs 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.

Limits

One day only. 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. If the visitor's IP address changes during the day, for example from Wi-Fi to mobile data, the report sees two visitors.

Best for quick decisions. 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.

Credit is not cause. A high share means the touchpoint goes together with more conversions. It does not prove that it causes them. Test a change before you draw big conclusions.

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.