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.

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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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