Understanding Mixpanel's Conversion Rate Calculation with Multiple Touch Points
How does mixpanel compute the conversion rate of breakdown if there are several touch points?
To answer your question about how Mixpanel computes the conversion rate for breakdowns with multiple touchpoints, let's look at Mixpanel's multi-touch attribution feature.Mixpanel offers several attribution models to calculate conversion rates when there are multiple touchpoints in a user's journey. According to the Attribution Models documentation, some of the key models include:1. First Touch: Gives 100% credit to the first touchpoint within the attribution lookback window. 2. Last Touch: Gives 100% credit to the last touchpoint within the attribution lookback window. 3. Linear: Gives equal credit to every touchpoint seen leading up to a conversion within the attribution lookback window. 4. U-shaped: Gives 40% credit to the first touchpoint, 40% credit to the last touchpoint, and divides the remaining 20% to any touchpoints in between. 5. Time-Decay: The weight of each channel depends on the amount of time that passed between the touchpoint initiation and the eventual conversion.Mixpanel allows you to compare multiple attribution models side-by-side to see how the conversion rates differ based on the chosen model. As mentioned in the Mixpanel Marketing Analytics vs Google Analytics 4 blog post, you can "see how it compares to several other models (first-touch, last-touch, linear, participation, etc.) by plotting multiple attribution models side-by-side in our tables."It's important to note that the specific computation method may vary depending on the chosen attribution model. Mixpanel's flexibility allows marketers to choose the model that best fits their use case and compare results across different models to gain a comprehensive understanding of their conversion funnel.For more detailed information on how to set up and use multi-touch attribution in Mixpanel, you can refer to the Multi-touch Attribution documentation.
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