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.