Attribution model is a framework for assigning credit to different marketing touchpoints in a customer’s journey. It helps determine which channels are most effective in driving conversions.
Common models include first-click, which gives all credit to the initial interaction, and last-click, which attributes it to the final step. For instance, a user who clicks an ad, reads a blog, and then purchases might be evaluated differently depending on the chosen model.
Choosing the right attribution model helps businesses understand which marketing efforts drive results. Advanced models, like linear or data-driven attribution, distribute credit across multiple touchpoints for a more holistic view. Platforms like Google Analytics enable easy customization, empowering marketers to optimize campaigns effectively.
