Attribution Modeling
Attribution modeling determines which marketing touchpoints deserve credit for conversions and revenue. When a customer interacts with your brand multiple times—seeing an ad, reading a blog post, downloading a guide, attending a webinar—before purchasing, attribution modeling decides how much credit each touchpoint gets.
Common Attribution Models
- First-touch: All credit to the first interaction (discover channel)
- Last-touch: All credit to the final interaction before conversion
- Linear: Equal credit to all touchpoints
- Time-decay: More credit to recent interactions
- U-shaped: More credit to first and last touch, less to middle
- W-shaped: Credit to first touch, lead creation, and deal creation
- Data-driven: ML determines credit based on actual influence
The model you choose affects which channels look "successful" and where you invest budget.
LEARN
AI x GTM Glossary
Understand person-level ID, intent data, signal-based segments, and key GTM terms with clear, practical definitions.
VIDEO SERIES
AI x GTM Talks
Watch industry experts discuss signal-based outbound, person-level identification, and modern GTM strategies with real practitioners.
OUR BLOG
Latest on Buyer Identity and Signal-Based GTM
Strategies, insights, and best practices for person-level visitor identification and AI-powered go-to-market.
