Attribution Modeling

Attribution modeling is the methodology used to assign credit to different marketing touchpoints that contribute to a conversion. Common models include last-click (credits only the final touchpoint), first-click (credits only the initial touchpoint), linear (equal credit to all touchpoints), time-decay (more credit to touchpoints closer to conversion), and data-driven (algorithmic distribution based on actual conversion paths). Choosing the right attribution model is critical for accurate ROI calculation and budget allocation across channels.