Attribution models refer to the methodologies used to assign credit or value to the various marketing channels and touchpoints that contribute to a customer's journey or conversion.
These models are used in web analytics platforms to help businesses understand the effectiveness and impact of their marketing efforts. For each campaign, users can assess its role in driving customer engagement, conversions, and sales.
Attribution modeling is used in email marketing programs, web analytics software (e.g., Google Analytics), ad platforms, and multi-channel SaaS products like Segment.
Some common attribution models:
- Last Interaction or Last-Click – Gives 100% credit to the final touchpoint before a conversion. Easy to calculate but discounts early interactions.
- First Interaction or First-Click – Only counts the first touchpoint, which may not have had a lasting impact.
- Linear – Spreads equal credit to all touchpoints preceding a conversion.
- Time Decay – Recent touchpoints get more credit. But earlier ones still hold some value.
Learn more from Google Analytics' documentation on attribution modeling.