Attribution Model

An attribution model is the set of rules that decides how credit for a conversion is distributed across the marketing touchpoints a customer encountered: the first click, the last click, or some weighting across the journey.

How it works

Common models include last click (all credit to the final touch), first click, linear (equal credit), position-based, and data-driven models that assign credit algorithmically. Every model is an opinion, and each systematically favors certain channels: last click flatters branded search, first click flatters prospecting. Mature measurement treats model output as one input alongside MER and incrementality tests rather than a single source of truth.

Why it matters

The model chosen silently sets budget strategy, because channels get funded based on the credit the model hands them. Knowing what your model over- and under-counts is the difference between reading your data and being misled by it. Learn more about our marketing attribution services.