An attribution model is a framework for assigning credit for a conversion across different touchpoints in a customer's journey. Since customers often interact with multiple ads or channels before converting, models like "first-click," "last-click," "linear," or "time decay" help marketers understand which interactions contributed most. Choosing the right model provides insights into channel effectiveness and optimizes marketing spend by accurately valuing contributions.
Frequently Asked Questions
Why do I need an attribution model?
It helps understand which marketing efforts truly drive conversions and optimize your spend.
What's the difference between first-click and last-click attribution?
First-click gives all credit to the initial touchpoint, while last-click credits the final one before conversion.
Are there more sophisticated attribution models?
Yes, linear, time decay, U-shaped, and data-driven models distribute credit across multiple touchpoints.
How do I choose the best attribution model?
It depends on your business goals and customer journey complexity. Experimentation and analysis are key.
