In digital marketing, an attribution model is a framework or methodology used to determine which marketing channels and touchpoints are credited with a sale or other desired conversion. Attribution models allocate credit for conversions to the various channels and touchpoints that customers interact with during their journey from awareness to purchase.
Many different attribution models can be used, each with its strengths and weaknesses. Some common attribution models include:
First-click attribution: In this model, credit for a conversion is given to the first marketing channel or touchpoint that the customer interacted with. This model is simple and easy to understand, but it can be unfair to other channels that may have played a significant role in the customer's journey. Last-click attribution: In this model, credit for a conversion is given to the last marketing channel or touchpoint that the customer interacted with before making a purchase. This model is fairer to later-stage channels, but it can be unfair to earlier-stage channels that may have played a crucial role in building awareness and interest. Linear attribution: In this model, credit for a conversion is evenly distributed across all of the marketing channels and touchpoints that the customer interacted with. This model is fairer to all channels but may not accurately reflect the relative importance of each channel.