Content Attribution

Content Attribution shows how each page on your site influences conversions, whether it’s the first page visitors see, the last page they view before converting, or somewhere in between. This helps you understand which content truly drives results.

How content attribution can help:

You can quickly see which pages drive the most conversions, so you know what works best.
Real data helps you shape your content strategy, letting you create more of what your audience loves.
By knowing which pages perform well, you can invest your time and money where it matters most.
Understanding how visitors move through your site allows you to improve their journey.
You get a clear picture of how every page contributes to overall conversions.

Creating a new Attribution report

Before you can generate an Attribution report in Usermaven, you need to set up a conversion goal. This goal lets the report track user actions, and if you haven’t created one yet, you’ll be asked to do so before you can access the Attribution dashboard.

Click on the ‘Create Conversion Goal’ button at the top right of your screen.
Give your goal a clear name. For example, if you want to track people who signed up, you might call it “Signed up.”.
Select the event that will count as a conversion. In our example, this would be when someone sign up to the product.
Set a value for the conversion:

You can set a fixed (static) value or a value that changes (dynamic) for each conversion. Note: The dynamic option is only available if you’re using custom events. The conversion rate is calculated like this:

Conversion Rate = (Number of Users / Number of Conversions) × 100
Decide on Unique Conversions: At the end, you can choose whether to count only unique conversions.
- If you check the box, the conversion value will be calculated as (Number of visits) × (Conversion value).
- If you leave it unchecked, it will be (Total conversions) × (Conversion value).
Finish Up: Once everything is set, click the “Create” button to save your new conversion goal.

Attribution analysis

When you open the Content Attribution dashboard in Usermaven, you’ll see clear insights into how each content page influences conversions and supports your marketing goals.

Choose a Conversion Goal

At the top left of the Content Attribution dashboard, you’ll see a drop-down menu with all your conversion goals. Just choose the goal you want to analyze, and the dashboard will update with the matching content attribution insights.

Content attribution models

Usermaven offers several models to show which content pages help drive conversions by giving credit in different ways:

First Touch:

Gives all credit to the first page a visitor sees. For example, a visitor reads a blog post about “Boosting SEO” and later signs up—this blog post gets full credit.

Best for: Identifying what attracts new visitors.
Last Touch:

Gives all credit to the last page viewed before converting. For example, a visitor lands on your pricing page right before signing up—this page gets full credit.

Best for: Knowing what seals the deal.
Second Last Touch:

Gives credit to the page visited just before the final conversion page. For example, a visitor reads a case study, then visits the pricing page and signs up—the case study gets extra credit.

Best for: Understanding which page plays a key role right before the final decision.
Linear:

Gives credit evenly across all pages visited before a conversion. For example, a visitor reads a blog post, checks out a case study, and visits the pricing page, with each page sharing equal credit.

Best for: Seeing the complete role each content piece plays in the journey.
U-Shaped:

Gives extra credit to the first and last pages, with middle pages receiving less. For example, a visitor is first introduced by a blog post and then converts after viewing the pricing page, with a case study in between—both the blog and pricing pages get more credit.

Best for: Highlighting the importance of initial and final interactions.
Time Decay:

Gives more credit to pages viewed closer to the conversion time. For example, a visitor reads a blog post a week ago but visits the pricing page an hour before converting—the pricing page gets most of the credit.

Best for: Situations where recent interactions have a stronger impact on the conversion.

Lookback window

In Content Attribution, a lookback window is the set time period before a conversion (like a sale or sign-up) that you use to decide which content interactions should get credit. Instead of using a fixed period, this window adjusts based on when the conversion happens. In Usermaven, you can choose a lookback window from 30 to 180 days.

For example, if a customer makes a purchase on July 14 and you set a 30-day lookback, Usermaven will only consider the content interactions from June 15 through July 14. This means that only the content viewed or engaged with during these 30 days will be credited for leading to the purchase.

Conversion time period

This is the overall time range you choose to review for conversions (like sales or sign-ups). In content attribution, it means you’re looking at how your website’s content contributed to conversions during that period. For example, if you set this to the last 30 days, Usermaven will only consider conversions that happened within those 30 days.

Key Points:

Conversion time period: The full date range you want to analyze (e.g., the last 30 days).
Lookback window: A shorter period before each conversion that determines which content interactions get credit.

Content performance by attribution models

Below chart shows how different pages on your site get credit for conversions under various attribution models (First Touch, Linear, Time Decay, etc.). Each colored bar represents how many conversions a page receives according to that model. A taller bar means the page has a bigger influence on conversions for that specific model.

For example, the page “contentstudio.io/tools/free-facebook-downloader” has a tall bar under First Touch, meaning many people first discovered your site through this page. It also has visible bars under Linear and Time Decay, indicating the page remains influential in the middle and closer to the end of the conversion process. By comparing bar heights across different models, you can see which pages are best at attracting new visitors and which ones help finalize conversions.

Comparing content performance

Below table shows how each page contributes to conversions under various attribution models. You can scroll horizontally to see columns for First Touch, Last Touch, or any other models you’ve selected.

Each column reveals key metrics like the number of visitors, conversions, and the total revenue credited to that page for a specific model. By comparing these columns side by side, you can see which pages drive awareness, which ones close conversions, and how much value they generate overall.