What is an Attribution Model?
An attribution model is a rule or set of rules that determines how credit for conversions is assigned to different touchpoints in the customer journey. It helps marketers understand which channels and campaigns drive results.
Common Attribution Models
- Last Click: 100% credit to final touchpoint
- First Click: 100% credit to first touchpoint
- Linear: Equal credit across all touchpoints
- Time Decay: More credit to recent touchpoints
- Position-Based: 40% first, 40% last, 20% middle
- Data-Driven: ML-based credit assignment
Choosing an Attribution Model
No single model is perfect. Consider your business model, sales cycle length, and goals. Data-driven attribution (available in Google Analytics 4) provides the most accurate picture but requires sufficient data.
Multi-Touch Attribution
Modern attribution recognizes that customers interact with multiple touchpoints before converting. Multi-touch attribution distributes credit across these interactions, providing a more complete view of marketing effectiveness.