Why does the Roster sometimes get Originator credit
At the top of the funnel, C3 has two conversion controls similar to the bottom of the funnel.
1. Upper Funnel Time-Decay Algorithm
Essentially what can happen is that there can be co-originators if a long period of time goes by after the original originator locks in, but the consumer does not visit your website for a long period of dormancy.
Essentially what can happen is that there can be co-originators if a long period of time goes by after the original originator locks in, but the consumer does not visit your website for a long period of dormancy.
If this dormancy of site visitation takes place, then C3 shares origination credit with the next position in the funnel that prompted the site revisitation. This is what we often call a an upper funnel time decay algorithm.
Origination credit can then be shared, depending on how much time goes by. This is why sometimes retargeting gets origination credit because of the user's behavior of dormancy and co-origination.
2. Organic Originators
When there is Organic as an originator (direct type-in, and TLD referral with zero ad tagging), there is no network that you can go to and say: "Hey I'd like to buy 4,000 direct type-ins."
When there is Organic as an originator (direct type-in, and TLD referral with zero ad tagging), there is no network that you can go to and say: "Hey I'd like to buy 4,000 direct type-ins."
If there was, that network would be pretty successful (or fraudulent), thus C3 shifts credit down to paid media.
So similar to the conversion controls applied at the bottom of the funnel with paid brand search being skipped and looking back chronologically one position since it's not actionable, C3 does the same for the top of the funnel when it comes to organic, moving down one position.