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Attribution Modeling:

An attribution model is made up of criteria that determine how much weight should be given to specific actions and touchpoints that contribute to a sale being made. There are several different types of these models that modern marketers use.

Attribution Model Examples

Here are three common options:

First Touch Attribution: The first page a website visitor sees before buying is credited for making a sale.
Last Touch Attribution: The last page a website visitor sees before buying is credited for making a sale.
Linear Attribution: This model divides the amount of value given to each step across the customer journey.

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Additional Resources

All 11 Marketing Attribution Models Explained

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