Attribution modeling is the method used to determine how credit for conversions or revenue is assigned to the different marketing channels a user interacts with before converting.
Because customers often click multiple ads or visit multiple channels, attribution helps answer:
Which channel actually contributed to the result?
Common attribution models include:
- Last click – 100% credit to the final interaction
- First click – 100% credit to the first interaction
- Linear – Credit divided evenly
- Time decay – More credit to recent interactions
- Data-driven – Credit based on measured impact using algorithms
Why it matters:
Attribution modeling helps marketers evaluate channels more fairly and make better budget decisions.