The dbt-nexus package includes pre-built attribution models that help you understand which marketing touchpoints are most effective at driving conversions. These models use advanced window functions and touchpoint tracking to provide accurate attribution analysis.

Overview

Attribution models answer the question: "Which touchpoint should get credit for this conversion?" The nexus package provides several pre-built models that can be enabled and configured based on your attribution needs.

Available Models

Last Facebook Click ID (last_fbclid)

Tracks the most recent Facebook click ID (fbclid) for each person across their touchpoint journey. This model carries forward the last non-null fbclid for each person, assigning it to all subsequent events until a new fbclid is encountered.

Best for:

• Sending conversions to Facebook CAPI

How Attribution Models Work

1. Touchpoint Collection

Attribution models start with touchpoint data from enabled sources. Touchpoints are events that contain attribution information like UTM parameters, click IDs, or referrer data.

2. Person Journey Mapping

Each person's touchpoint journey is mapped using their resolved person ID, creating a timeline of all attribution-relevant events.

3. Attribution Logic Application

The specific attribution model logic is applied to determine which touchpoint should receive credit for each conversion event.

4. Result Generation

Attribution results are generated with metadata about which touchpoint was attributed to which event, when it occurred, and the attribution model used.

Configuration

Enable Attribution Models

Add attribution models to your dbt_project.yml:

vars:
  nexus:
    attribution_models:
      last_fbclid:
        enabled: true

Advanced Configuration

vars:
  nexus:
    attribution_models:
      last_fbclid:
        enabled: true
        attribution_window_days: 90
        touchpoint_types: ['facebook_click', 'campaign']

Attribution Model Schema

All attribution models follow a consistent schema:

Field	Type	Description
attribution_model_result_id	String	Unique identifier for the result
touchpoint_occurred_at	Timestamp	When the touchpoint occurred
attribution_model_name	String	Name of the attribution model
touchpoint_batch_id	String	Touchpoint batch identifier
touchpoint_event_id	String	Event ID of the touchpoint
attributed_event_id	String	Event that received attribution
person_id	String	Person who received attribution
attributed_event_occurred_at	Timestamp	When the attributed event occurred

Usage Examples

Query Attribution Results

-- Get attribution results for a specific person
select
    attribution_model_name,
    touchpoint_occurred_at,
    attributed_event_id,
    attributed_event_occurred_at
from {{ ref('nexus_attribution_model_results') }}
where person_id = 'person_123'
order by touchpoint_occurred_at desc

Analyze Attribution Performance

-- Analyze attribution performance by model
select
    attribution_model_name,
    count(*) as attributed_events,
    count(distinct person_id) as unique_persons,
    min(touchpoint_occurred_at) as first_attribution,
    max(touchpoint_occurred_at) as last_attribution
from {{ ref('nexus_attribution_model_results') }}
group by attribution_model_name
order by attributed_events desc

Track Conversions

-- Track conversions attributed to specific models
select
    amr.attribution_model_name,
    amr.person_id,
    amr.attributed_event_id,
    e.event_name,
    e.occurred_at as conversion_time
from {{ ref('nexus_attribution_model_results') }} amr
join {{ ref('nexus_events') }} e
    on amr.attributed_event_id = e.event_id
where e.event_name in ('purchase', 'signup', 'conversion')
order by e.occurred_at desc

Prerequisites

Before using attribution models, ensure you have:

1. Enabled Touchpoint Sources: Sources with attribution: true in your configuration
2. Person Resolution: Working person identity resolution
3. Touchpoint Data: UTM parameters, click IDs, or referrer data in your events

Testing

Run attribution model tests:

dbt test --select package:nexus attribution_models

Troubleshooting

Common Issues

No Attribution Data

• Check that touchpoint sources are enabled and configured
• Verify that attribution data (UTM parameters, click IDs) is being captured
• Ensure person resolution is working correctly

Models Not Building

• Verify attribution models are enabled in your configuration
• Check that required touchpoint data is available
• Review error logs for specific issues

Debug Queries

-- Check attribution model data availability
select
    attribution_model_name,
    count(*) as result_count,
    count(distinct person_id) as unique_persons,
    min(touchpoint_occurred_at) as earliest_attribution,
    max(touchpoint_occurred_at) as latest_attribution
from {{ ref('nexus_attribution_model_results') }}
group by attribution_model_name

-- Check touchpoint data availability
select
    source,
    count(*) as touchpoint_count,
    count(distinct person_id) as unique_persons
from {{ ref('nexus_touchpoints') }}
group by source

Best Practices

1. Choose Appropriate Models: Select attribution models that match your business model and marketing channels
2. Monitor Data Quality: Regularly check for missing or invalid touchpoint data
3. Test Attribution Logic: Validate attribution results with known test cases
4. Consider Attribution Windows: Use appropriate time windows for your business model
5. Document Custom Logic: If you create custom attribution models, document the business logic clearly

Adding New Attribution Models

To add a new attribution model:

1. Create Model File: Add the model SQL file to attribution-models/
2. Add Configuration: Update dbt_project.yml with model configuration
3. Add Tests: Include comprehensive tests in the model's YAML file
4. Update Documentation: Add model documentation
5. Test Integration: Verify the model works with existing infrastructure

Related Documentation

• Template Sources - Configure data sources
• Touchpoint Tracking - How touchpoints are collected
• Identity Resolution - Person resolution process
• Attribution Framework - Attribution concepts

---

Ready to get started? Enable attribution models in your project configuration and run dbt run --select package:nexus attribution_models to begin tracking attribution.