Attribution modeling is the science of determining which marketing touchpoints deserve credit for conversions. In today's multi-touch customer journey, understanding attribution is crucial for optimizing your marketing spend.
Types of Attribution Models
Different attribution models assign credit to touchpoints in various ways, each providing unique insights into your customer journey.
First-Touch Attribution
Gives 100% credit to the first touchpoint in the customer journey. Useful for understanding awareness-driving channels.
Last-Touch Attribution
Assigns all credit to the final touchpoint before conversion. Common in e-commerce for understanding closing channels.
Multi-Touch Attribution
Distributes credit across multiple touchpoints, providing a more holistic view of the customer journey.
The right attribution model depends on your business goals, customer journey complexity, and available data.