Definition of Attribution Model
A framework for determining which touchpoints or channels receive credit for a conversion.
Explanation of Attribution Model
An attribution model is a framework used to determine how credit for sales and conversions is assigned to various touchpoints in a customer’s journey. Different models assign credit in different ways. For example, the last-click attribution model gives all the credit to the last interaction before the conversion, while the first-click model credits the first interaction. Other models, such as linear, time-decay, and position-based, distribute credit across multiple touchpoints. Choosing the right attribution model helps marketers understand which channels and campaigns are most effective, allowing them to allocate resources more efficiently and optimize their marketing strategies to drive better results.