Attribution Model
A rule that determines how credit for conversions is assigned to marketing touchpoints.
Definition
Attribution models define how credit for sales and conversions is assigned to touchpoints in the customer journey. Common models include first-touch, last-touch, linear, time-decay, and data-driven attribution. Choosing the right model helps marketers understand which channels truly drive results and optimize budget allocation accordingly.
Why It Matters
Attribution models determine how you assign credit for conversions across marketing touchpoints. The model you choose directly impacts budget allocation decisions and your understanding of what's actually driving results.
With customers interacting across multiple channels before converting, proper attribution is essential for optimizing marketing spend. Different models reveal different truths about your marketing mix.
Examples in Practice
A company switches from last-click to data-driven attribution and discovers display ads influenced 30% of conversions they weren't getting credit for.
A B2B marketer uses multi-touch attribution to prove content marketing's role in enterprise deals, securing additional budget.
A retail brand compares attribution models and finds that organic social introduces customers who later convert through paid search.