Note: Adtriba Sphere is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
This article explains how Adtriba Sphere calculates the baseline.
The baseline is the number of conversions that would remain if you stopped marketing in the short term. Marketing increases the baseline over the long term. If you stop marketing for a longer period, the baseline will decrease.
The baseline includes the effect of a longer-term trend, special events (such as Christmas and Black Friday), seasonal effects (month or weekday), and other user-provided inputs (such as pricing or distribution variables). Adtriba calculates the baseline in two steps.
First, calculate the effect of organic traffic (SEO, Direct, SEA-Brand) and all media (upper and lower funnel) on conversions (revenue).
Second, calculate the effect of upper-funnel, non-search media (TV, Social / Display Prospecting) on organic traffic sources.
This lets us estimate the share of organic conversions driven by upper-funnel media investment. We remove this share from organic traffic contributions and re-allocate it to upper-funnel channels. The remainder forms the baseline, together with a residual unallocated baseline (similar to a y-intercept) that is usually present in the model.