Position is the place of the touchpoint of a traffic source within the customer journey. We distinguish positions because we believe that it is related to the degree of incremental value a source delivers in comparison to other sources. In Odyssey, the average position of a source is expressed on a scale of 0 to 1.
You can adjust the weighting of the position to match your business goals. You can choose which attribution model you prefer. By default, we value the beginning of the customer journey higher than the end, this is explained below.
We see the beginning of the customer journey as the orienting phase, where people haven’t yet decided what they want to buy. Towards the end of the customer journey, people are further in their decision-making process and are therefore more likely to convert into a sale.
If you can define a touchpoint or click to the website at the beginning of the customer journey that finally converts into a sale, the incremental value of that click is much higher than when you have a click to your website at the end of the customer journey.
We therefore assume that the first touchpoint gets the most value and the last one gets the least. This is best illustrated by the following example: when your average position is 0.4 (beginning/middle of the customer journey) your commission can be up to 10%. But when your average position is 0.7 (more towards the end of the customer journey) your commission can go down to 4%.