Counts how often each channel appears as the only touch, the first touch, a middle touch or the last touch, and reports the ratio of first-touch to last-touch appearances. A ratio well above 1 marks a channel that opens journeys; well below 1 marks one that closes them.
Arguments
- paths
An
mm_pathsobject frombuild_paths().- converting_only
Restrict to converting journeys? Defaults to
TRUE, which is what you want when reading these as a role description. SetFALSEto see raw exposure.
Value
A data frame with one row per channel, ordered by descending
touches: channel, only, first, middle, last, touches, and
first_last_ratio (the count of first-touch appearances divided by the
count of last-touch appearances, NA when the channel never appears last).
This first_last_ratio is a ratio of touchpoint counts. The column of the
same name in attribution_spread() is a ratio of credited shares; the two
will not agree numerically.
Examples
data(mm_events)
paths <- build_paths(mm_events, id = "customer_id", channel = "channel",
timestamp = "timestamp", conversion = "conversion")
channel_positions(paths)
#> channel only first middle last touches first_last_ratio
#> 9 paid_search 81 171 503 666 1421 0.2567568
#> 6 display 79 720 437 118 1354 6.1016949
#> 10 social 97 504 449 222 1272 2.2702703
#> 8 organic_search 81 270 461 409 1221 0.6601467
#> 7 email 46 109 364 456 975 0.2390351
#> 4 affiliate 40 279 276 181 776 1.5414365
#> 1 (blank) 27 53 80 59 219 0.8983051
#> 3 (none) 19 57 72 56 204 1.0178571
#> 5 direct 13 50 59 48 170 1.0416667
#> 2 (missing) 9 36 32 34 111 1.0588235