Marketing attribution models explain how credit for conversions is assigned across customer touchpoints. These models help marketers understand which channels influence outcomes.
First-touch attribution assigns full credit to the initial interaction. It highlights awareness drivers but ignores later influence.
Last-touch attribution credits the final interaction before conversion. While simple, it undervalues earlier engagement.
Linear attribution distributes credit evenly across all touchpoints. This approach recognizes contribution but assumes equal influence.
Time-decay attribution assigns more weight to interactions closer to conversion. It reflects increasing intent over time.
Position-based attribution emphasizes the first and last interactions while sharing remaining credit across the middle. This balances discovery and conversion influence.
Model selection depends on goals, journey complexity, and data quality. No single model fits all scenarios.
Consistency is important. Frequent model changes disrupt trend analysis.
Attribution models guide insight, not certainty. Combining attribution with qualitative understanding improves accuracy.
When explained clearly and applied thoughtfully, attribution models support smarter budgeting, channel optimization, and performance evaluation across the customer journey.
